South African fruit company Outspan has teamed up with UK-based Aimia Foods for its first foray into the drinks category.

The two-strong pure juice range will come in apple and orange variants and contain no artificial colours, preservatives, flavours or sweeteners, but is made from concentrate. Packaging will highlight the company's claim that each 330ml bottle contains one of the five-a-day fruit and veg portions.

The brand has been designed to appeal to both adults and children and it is hoped the link between the Outspan brand and fresh fruit will drive home the fresh and quality message.

"This is the first part of a long term development plan with Outspan," said Neal Haworth, cold drinks category marketing manager at Aimia Foods.

The range will be the first in a series of launches planned for the brand, the company said. "We will be announcing details of the next development phase at the beginning of next year," said Haworth.

Outspan Pure Juices are set to hit UK shelves this month, rsp 85p a bottle.

Industry analysts expect the juice and juice drinks category to do well in the economic downturn as consumers turn away from the more expensive smoothie category. The pure juice market is currently worth nearly £2bn, according to Aimia.

PepsiCo last week earmarked market leader Tropicana and sister brand Copella for future focus, after announcing it was to drop the PJ Smoothies brand. "We have great brands in Tropicana and Copella and are committed to investing in them, building on their success to date and ensuring they continue to thrive," it said.