Cawston Press has extended its pressed juice offer with a duo of ambient juice shots.
Multidose cartons in Fiery Ginger and Beetroot & Ginger will launch in Waitrose on 13 July, before rolling out to Ocado and other retailers (rsp: £4.99/500ml).
They are made with 20% organic pressed Peruvian ginger juice, alongside real fruit and vegetables, and come in a “fridge-friendly” Tetro Stilo 500ml pack.
Fiery Ginger contains organic pressed ginger juice with squeezed lemon juice and apple juice, while Beetroot & Ginger pairs beetroot juice with organic pressed ginger, apple and lemon.
Until now, the functional juice shot category had “developed largely in the chilled aisle”, said Steve Kearns, Cawston Press MD. However, the supplier had identified “a significant opportunity to drive incremental growth in ambient”.
“As the UK’s number one not-from-concentrate ambient juice brand, we’re bringing fresh energy and credibility to the category, while making daily juice shots more accessible than many chilled alternatives,” he said. “Customers have been asking us for some time for even more potent recipes of our popular apple, ginger and beetroot juices.”
The launch will be backed by a campaign comprising paid social, PR and shopper marketing activity.
It comes after Cawston Press entered the flavoured sparkling water category with slimline cans in Squeezed Lime and Pressed Watermelon in January.
Also in January, the supplier moved into low & no alcohol with the acquisition of beer brand Loah.
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