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In the wake of Tesco’s sugar cull, juice drink brands like Capri-Sun are focusing on extending their no-added-sugar ranges while Princes is rebranding its entire juice drink range with ‘healthier’ messaging. At the same time, fruit juice players such as Naked and Cawston Press are turning to vegetables to lower the sugar content of their drinks.

But is mixing a bit of kale and broccoli with fruit and launching a wider variety of no-added-sugar options really enough to make juices and smoothies appear ‘healthier’ in the eyes of consumers? And with the government so intent on slashing sugar from British diets, how can juice and smoothie players appease public health concerns?

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