Mello has secured a new retail listing.
The UK’s first and only range of raw, fresh melon juice will now be stocked in branches of organic farm shop Daylesford, launching in-store from January 2015.
This new listing could be taken to provide further evidence of the growing appetite among British consumers for premium fruit juice. In 2013, overall sales in the juice and smoothies category grew by 2.1 per cent to £1.5 billion, with purchases of 'from-concentrate' declining, while chilled juice drinks achieved double digit growth.
Mello will launch two unique raw juice varieties into Daylesford stores: Watermelon and Cantaloupe Melon.
With recent research from Mintel indicating that over 46 per cent of consumers are looking for more adventurous flavours, Mello is hoping that its new listing with Daylesford reflects how both niche and major retailers are recognising this trend; looking for new, exciting and healthier products to satisfy consumer demand.
Mello founder, Rose Aldean, said: “The increase in revenue that we believe this listing will generate in 2015 will allow our business to continue to grow and expand, whilst educating consumers that not all juice drinks are created in the same way.”
Mello drinks are produced using high pressure processing (HPP). By using HPP, Mello captures the goodness of a whole melon in every bottle. Aldean believes her new range will have huge appeal in the UK market, offering one of the nation's favourite exotic fruits in a convenient, on-the-go format.
She added: “Consumers are actively looking for new flavours, and with future opportunities predicted to be around exotic and innovative products, we are certain that Mello will have huge appeal amongst consumers.”
Aldean hopes to replicate the success of coconut water, predicted to grow into a £100m category by the end of the year.
Mello drinks are available from Daylesford, Ocado, Whole Foods Market, Planet Organic, Harvey Nichols and other independent stores (RRP from £2.49).
