Shropshire fruit juice brand B.fresh has expanded into breakfast with the launch of a plant-based bircher bowl – which it claims is a UK first.
Two chilled variants, Apple and Berry (rsp: £3/200g), are rolling out now into WH Smith Travel. They are made via high-pressure processing, and contain cold-pressed fruit and vegetable juices, gluten-free British jumbo oats and chicory root.
Aimed at time-poor, health-conscious shoppers, B.fresh Plant Based Bircher is free from dairy, gluten and added sugar. Each variant counts as one of the five-a-day, with 100g providing around 8g of sugar and between 4.4g and 6.2g of fibre.
The launch was part of B.fresh’s “most ambitious investment programme since its foundation in 2014”, it said. It would help “maintain the flexibility of supply that B.fresh has built its reputation on and help to support its projected growth ambitions. The investment programme will continue over the next 12 months, with some exciting new innovative plant-based products in the pipeline.”
B.fresh was launched in 2014 by farmer Philip Maddocks, producing British-grown and produced cold-pressed juices, smoothies and protein shakes, which are listed by WH Smith Travel, Co-op, Ocado, Wasabi and Bidfood, as well as farm shops and delis nationwide.
The expansion into breakfast to-go came because “choices are lacking when it comes to options that cater to the free-from market, particularly dairy free”, Maddocks said.
“We’re increasingly finding breakfast foods are consumed outside of the traditional time of the day, which is why we wanted to create a delicious, healthy snack product that can be enjoyed at other occasions throughout the day.”
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