British Supermarket Chains Embrace Consumer Demand For Cold Pressed Juice

The recent demise of cold-pressed juice pioneer Organic Avenue may have sent shockwaves through the global industry, but if the announcement of two new major product listings in British supermarket chains is anything to go by, the market in the UK is far from in decline.

In the last week alone, both Waitrose and Sainsbury’s announced plans to stock major cold-pressed juice brands Plenish and B.Fresh respectively, in a move that is expected to boost consumer awareness and further cement the industry’s growth.

Both brands use HPP (high pressure processing) a non-thermal food processing technology, which means their juices can survive the lengthy supply chain, unlike many of their competitors.

Katie Briggs, Marketing Manager at B.Fresh, explained the way in which HPP is now being recognised by retail buying teams as a key innovation in the production of juices with higher nutrient and vitamin content, which means they are keen to ensure the juices they stock use the method.

“We’ve all had an eye on the huge growth of Cold Pressed HPP juices in the States over the last few years and it’s now recognised as a category in its own right. It’s fair to say that this is a good indicator as to how the UK market will begin to shape,” she told Welltodo.

The British grown and produced cold-pressed juice company, whose products are already stocked in Asda, has managed to carve out a place for itself within the highly saturated market with a competitive price point of £2.50 per 250ml bottle. It is a strategy which is difficult for many of their competitors to match, due to steep retail overheads.

“Our RRP of £2.50 is a realistic retail price to produce cold pressed HPP juices here in the UK. We recognise that a lot of cold pressed juice bars operate at much higher retails, however we have never set out to be a boutique producer and are extremely keen to bring our premium juices to the masses and there simply is not the need for such inflated prices,” explained Briggs.

Hoping to repeat the successful partnership with Asda, B.Fresh revealed their plans to supply Sainsbury’s with two cold-pressed lines.

“We’re delighted that Sainsbury’s have listed B.fresh. The selection process was great as the buying team were really receptive to stocking our juices, which are lower in natural sugar. It is so exciting to see that major retailers are willing to make positive changes to the juice category in order to give consumers a wider choice of fresh juice. Even more positive is that the consumers are clearly ready for the juice as the bottles have flown off the shelf,” Briggs said.

Further to the Sainsbury’s and B.Fresh partnership, Plenish is also set to roll out its range of organic juices within selected Waitrose stores across the UK. In what will be the company’s first ever mainstream supermarket listing, the brand will debut new branding and packaging. The premium beverages will be priced at £4.95 per 250ml bottle and will be available in two different vegetable-based flavours, named Lift and Boost.

Founder, Kara Rosen told Welltodo: “I started Plenish three years ago with a determination to make cold pressed organic vegetable juices and their health benefits widely available. With the new listing at Waitrose this dream is being realised. We know everyone is out there busy reaching for greatness and often struggle to get enough high quality vegetables into their diet on a daily basis. Plenish is now an even more convenient fuel for maintaining health so that you are able to press on and crush it, wherever your ambition drives you.”