Frumoo is made from fresh milk and fruit and comes in a resealable pouch. The brainchild of marketer Maria Leavesley, it was developed after she struggled to get her kids to drink milk. "Frumoo had to be deliciously fruity to disguise the fact there was a milk and calcium hit too."
Frumoo would "make a little bit of noise about the best of British fruits", and using British ingredients meant they were fresher with fewer food miles.
Frumoo has received investment from entrepreneur Sir David Tang and Leavesley plans to produce one million pouches per annum by the end of next year. It comes in blackcurrant, plum & apple, and pear, raspberry & apple flavours, and went into 13 London Waitrose and John Lewis stores this week (rsp: £1.49/200ml).