Roots Collective

Roots Collective hopes to create a new category in the juice and smoothie market with a range of vegetable drinks that can also be recipe ingredients – a UK first, according to the start-up brand.

Inspired by a juicing trend among health-conscious New Yorkers, Roots Collective Blends contain more than 80% vegetables, as well as herbs, honey and no added fruit juice. Described as “not a juice nor a smoothie”, the cold-pressed NPD is “as thick as a shake”, allowing it to be drunk or used as soup, dressing or cooking sauce.

The new, five-strong range is available now in a 230g bottle format (£2.95) in Garden Greens, Carrot Zing, Sweet Beets, Asian Sling, and Green Warrior variants. Each contains fewer than 127 calories and offers at least one of your 5 a day.

Blends “bring a completely unique offering to the UK juice and smoothie market”, claimed Roots Collective. The product taps demand for vegetable-based products that allow consumers to “conveniently harness the intrinsic health and nutritional benefits”.

Juices and smoothies have lost £105.3m in sales, with the category declining by 5.8% to £1.7bn [IRI 52 w/e 30 January 2016].