The vegetable juice sector is “a market ready for storming”, according to Lawrence Mallinson of natural juice and organic drink producer James White Drinks.
The company has launched a Manicorganic range of freshly pressed juices and nectars, featuring apple and beetroot and orange and carrot flavours.
“Apple and beetroot will be a surprise to many who remember the nasty stuff that stained school lunches,” he said.
“It is actually a very easy and refreshing drink, and we have tried to make it more ‘approachable’ with the use of apple, but certainly the recent publicity about its blood pressure-reducing attributes has resulted in a huge inquisitiveness about beetroot, and an increase in our sales of beetroot juice.
“The vegetable juice for most customers to start with is definitely our organic carrot and apple, which is outselling most of our organic fruit juices.
“The key is the addition of freshly pressed apple, which lifts the carrot juice, makes it surprisingly sweet and gives it a delicious, full flavour.
“Carrot juice can taste a little earthy and, unfortunately, I think many potential consumers may have been put off it by having tried it on its own. Orange and carrot together is a gentle introduction - these are the beginner’s choices in vegetable juices. And the appeal has been much wider than I would have ever anticipated,” Mallinson added.
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