Juice supplier Coldpress is next week launching into the smoothie market with a four-strong range in 600 Tesco stores.
The brand is going head-to-head with the likes of Tropicana and Innocent with smoothies that, like its juices, are produced using high-pressure processing (HPP) rather than heat pasteurisation.
Coldpress claims HPP delivers better taste and nutrition compared with heat-pasteurised products, and extended shelf life of up to 120 days.
It has worked closely with Tesco to develop the lines, which are being launched into a declining smoothie market that saw volumes fall 18.4% last year [KantarWorldpanel 52w/e November 2012].
“Going up against a brand as formidable as Innocent was not at the top of our list,” said Coldpress MD Andrew Gibb. “It was the buying team at Tesco that made a compelling case for the range - the category was stagnant and in decline, it was increasingly all about price, there was minimal differentiation and no real effort to grow and put more value into the category.”
Coldpress is rolling out its smoothies on Monday (9 September) in four flavours - strawberry & banana mango & passionfruit pineapple, coconut & banana and raspberry, pear & apple at an rsp of £2.89 for 750ml. According to BrandView.com, the average price of a 750ml Innocent smoothie across the big four is £2.42.
Coldpress juices are now listed in retailers including Sainsbury’s, Waitrose, The Co-op, Morrisons and Ocado. In July, it secured an agreement for FrieslandCampina to handle all non-grocery sales and distribution of Coldpress. “Our focus since launch had been almost exclusively on grocery,” said Gibb.
Coldpress Pink Lady apple juice won gold in The Grocer’s 2012 New Product Awards.