Thejuicecompany is aiming to make a splash in both the mixer and the adult still soft drinks markets with the launch of two flavours of Groover Smoothies.
Available in Cranberry & Orange and Pineapple & Coconut flavours, the new drinks contain 100% fruit juice with no additives, preservatives or caffeine.
The 250ml cans have an ambient shelf life of nine months. Packaged and marketed with the 18 to 35-year-old age group in mind, they carry the strapline Confidently single with a passion for mixing'.
Support will come from advertising in men's and women's magazines and on radio, as well as posters, flyers, sponsored events and a roadshow.
Managing director Josephine Carpenter said adult soft drinks were dominated by carbonated products and the new brand aimed to plug the gaps.