Organic juice company Grove Fresh is moving into the impulse market for the first time with plans to launch a 250ml offer to rival mainstream juice and smoothie brands.
The two 250ml smoothies, mango & passionfruit and strawberry & banana, are being launched in the coming months and will be followed up with three impulse juices by the end of the year.
All lines will be packaged in PET plastic bottles instead of the Tetra cartons traditionally used by Grove Fresh. The company will initially target the range at foodservice channels to build up minimum production runs, before it is launched to the retail trade.
The expansion has been led by parent company Wellness Foods, which acquired the business in April 2007 and bought Dorset Cereals last month.
"Wellness has been a real driving force and has made it easier for us to explore new areas," said account manager Emma Harwood.
Grove Fresh continued to look for ways to launch an organic pomegranate juice, but it so far remained too expensive, she added.
The brand is also launching two variants, apple & blueberries and tropical, to its core carton range for summer and is working on a low-salt version of its V Juice vegetable drink.