Fresh fruit giant Chiquita is understood to be planning a UK launch for smoothie brand Just Fruit In A Bottle.

The four-strong range, which is sold in several European markets, is made from 100% fresh fruit and carries the 'Nothing else added' strapline on packs.

A rival smoothie brandowner told The Grocer it had heard about Chiquita's plans and welcomed new entrants that offered something different.

The range is marketed in Europe as healthier than many other smoothies as it also contains all the fibres and pulp from the fruit. The banana content of each 250ml bottle is flagged up prominently on packs, as that is the fruit the company is known for globally.

The company applied to register the smoothie brand as a UK trademark in March, sparking speculation that it was planning a launch. It has also registered Super Fruit Smoothie as a new brand name. A spokesman for Chiquita said it would not comment "prior to entering a new market for competitive reasons".

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