jf rabbit vegetable water

Start-up brand JF Rabbit is preparing for a rollout of its debut product: a vegetable water.

The NPD - intended as the first in a portfolio of veg-based products - is positioned as a low-sugar alternative to fruit juice and comes in three variants: Beetroot, Cucumber and Ginger (rsp: £1.79/330ml). They contain no more than 0.6g of sugar per 100ml.

The drinks had been given mid-market packaging to appeal to as wide an audience as possible, said JF Rabbit co-founder Felix Tanzer.