Eager Drinks is launching a not-from-concentrate juice into the ambient aisle this month, to offer “a greener and more affordable alternative to chilled juices”. The cartons will retail for £1.49 a litre and come in six flavours: apple, orange, cranberry, grapefruit, pineapple and tomato.

“We really want to shake up the ambient juice market by showing the consumer that the chiller is not their only option,” said company founder Ed Rigg. “Shoppers can save money, cut down on waste and reduce their carbon footprint without having to compromise on quality and taste,” he added.

The range, which was previously available only in bars and restaurants, was launched in February 2007. The juices are blended from fruits sourced from around the world and are free from all artificial colours and additives.

“They offer consumers a better quality, long-life soft drink option,” said Rigg.