New Coldpress juices hit Asda
Coldpress, a maker of high pressure processed cold-pressed juices and smoothies, will join Asda's 'health bay' pilot.
Asda is trialling health bays at 170 of its stores later this month. The area will include three Coldpress smoothies that are fortified with vitamins and minerals, as well as the country's 'only' orange juice with added vitamins and its 'hero' juice, Pink Lady.
According to Andrew Gibb, Coldpress founder, the move signals a renaissance for the category, which has come under some pressure from campaigners questioning the content of natural sugars in juices and smoothies.
"As excited as we were to be Europe’s first HPP juice and smoothie provider back in 2011, the simple reality was that we whilst we over-indexed in terms of extra freshness and fuller flavours, we hadn’t gone as far as we perhaps we might have championing good nutrition and a well-rounded functional benefit agenda. Latest sales data shows that juices that commit to fortifying with energy-boosting vitamins (B,D & E) resonate well with consumers looking to stay healthy however busy life gets," he said.
Over the last year, Coldpress has taken a number of strategic initiatives to position it as a leading healthy beverage brand, including the creation of a Spanish production facility to significantly increase production capacity; an export operation which has now spread to 12 countries; and an ongoing commitment to increase further rPET content in bottles.