Newcomer RJA Foods is aiming to make the pomegranate as big a player in the ambient juice market as cranberry with the launch of a drink called Pomegreat.
The new line, which is being listed by Booths, comes in pink, yellow and grey one-litre Tetra Slim packs. Enriched with vitamins A,C, E and Folic Acid, it primarily targets women.
London-based RJA's founders, Adam Pritchard and James Brett, first tasted pomegranate juice on a trip to Pakistan and realised its potential in the UK.
But, according to Pritchard, the fruit's high proportion of pith and seeds meant the juicing process was too expensive to undertake on a large scale.
It has taken the pair two years to source a suitable Middle East supply of the fruit and develop cost-effective production methods.
The company plans to extend the range in the future by introducing blended variants.

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