Organic juice brand Grove Fresh is offering consumers their money back in its new "taste challenge" initiative. To encourage trial, during December, an on-pack promotion promises consumers a refund on the price of a 1 litre carton ­ even if they like the product. The Grove Fresh brand was launched in 1996 as the first not from concentrate organic juice. Group md Andrew Shupick said: "By this initiative we are seeking to widen the divide between Grove Fresh and other organic juice brands made from concentrates and accelerate growth by conversion of consumers of premium juices to the Grove Fresh organic range." {{P&P }}