The soft drinks specialist has launched Fairtrade Pure Orange Juice, which is accredited by the Fairtrade Foundation and comes from Fairtrade-registered orange groves in Brazil.
The juice will be available in 150ml ambient cartons (rsp: 40p to 50p), each representing one portion of fruit under the government’s 5-a-day criteria.
Calypso will join a growing band of suppliers offering fairly traded juice alternatives, which includes JP Juices, Fruit Passion - a partnership between Traidcraft and Gerber Foods - and an own label fairly traded orange juice from Tesco.
Calypso’s marketing director, Richard Cooke, said the juice contained no additives or preservatives and had a 12-month ambient shelf-life.
“Growing awareness of the issues of child health are part of the impetus behind this new product, which also addresses concerns about the wages and welfare of fruit growers in the developing world,” he added.