The most recent organic market report from analysts Mintel suggested that making a success of organic drinks could be tricky. Some brands are hell-bent on trying, however.
RDA Organic grew by 110% last year, achieving sales of £2.3m. It's predicting triple-digit percentage growth again in 2008. Two months ago a new range of 'fresh functional superfruit' drinks were launched containing fruit selected for its high content of essential vitamins and minerals.
The company hopes to establish a point of difference through an exclusive two year brand partnership with the British-based grower of Evesse organic apples, described as "the UK's local superfruit". Its other new launch targets the growing market for healthy, organic kids' drinks, with the Sqqquishy smoothie and Squeeezy juice range. The range contains no added sugar or water and no concentrates or preservatives.
Twelve years after bringing the first organic juice to the UK, the venerable Grove Fresh brand continues to refresh its offer.
Next month it is launching single-serving organic smoothies exclusively for the convenience and foodservice sectors. The 250ml smoothies will be available in strawberry & banana and mango & passionfruit varieties. The company aims to capture a piece of the rapidly expanding smoothie market - which grew 42% by value in 2007 [Nielsen Scantrack, October 2007] - by offering a product that is certified organic by the Soil Association.
"Sales of smoothies have soared in recent years, but the choice available to organic consumers has been somewhat limited up until now," says Mark Phillips, sales and marketing director for Grove Fresh.