vegetable juice Coldpress bottles

Coldpress is refreshing its high pressure processing (HPP) juice and smoothie brand with a new look, and expanding its range with its first vegetable juices.

The new look has been created by Ocean Branding, with the strapline ‘Better taste, better goodness’ emphasising the taste and nutritional qualities of the range.

The three vegetable juices - Juicy Roots, Mean Greens and Pumpkin Power (rsp: £2.79/500ml) - will roll into 300 Tesco stores next week.

Coldpress is also launching one-litre Cloudy Apple and Valencian Orange which, at the rsp of £2.79, it said would be competitive with leading brands Tropicana and Innocent. These will be listed in 500 Tesco and 234 Waitrose stores. 250ml bottles will be added later in the year.

“We’re trying to take the brand more mass market,” said Coldpress MD Andrew Gibb. “The big barrier has always been price. HPP juices have been 25% to 40% more expensive, sometimes even double, conventional juices. We’re offering HPP products which are priced competitively with conventionally pasteurised juices.”