COLDPRESS LAUNCHES UK’S 1ST VITAMIN FORTIFIED, HPP SMOOTHIES
After a self-imposed period of ‘quiet, thoughtful reflection,’ Coldpress the UK’s original poster boy for superior quality HPP (high-pressure processing) juices returns to the premium juice frontline courtesy of an independent sector push for their 2 category-changing ‘SUPER SMOOTHIES,’ Mend
& Defend (apple, banana, cherry, strawberry, raspberry, red grape and beetroot) and Survive & Thrive (kiwi, cucumber, apple, banana, mango, mandarin, white grape & lemon).
These well-rounded cold pressed smoothies are a step change in healthy drinking, standing tall as the UK’s first HPP /’cold pressed’ fortified smoothies, reflecting a growing trend for foods and drinks with ‘added’ health benefits. In today’s increasingly ‘frenetic living’ landscape, millennials demand drinks that support their lifestyle and provide all-encompassing benefits (energy, hydration, vitamin enrichment..) that support fast & furious lifestyles.
HPP’s healthy aversion to heat certainly ensures that Coldpress juices taste fresher whilst retaining significantly more ‘naturally occurring’ Vitamin C (between 20-50%) than traditional, ‘heat sapped juices and yet for all their good intentions NO Juices can provide naturally occurring vitamins B, D &
E. Coldpress is the first juice or smoothie (cold pressed or pasteurised )to add Vitamin D to juices which is topical when PHE recommend we now take a Vitamin D supplement from March to September due to the lack of sunshine in the ‘shady’ months.
Over the last 6 months Coldpress has been mingling with research groups and ardent brand loyalists to fully understand their needs, (73% of research panel would consume more juice if it contained added vitamins) in addition to getting superior production infrastructure in place and creating more
informative labelling which meant removing the business’s iconic exclamation mark brand logo (now deemed a little shouty) and replacing it with instantly gettable, vitamin-centric copy.
‘Over the coming months,’ concludes Andrew, ‘We’ll be making a significant foray into the independent / foodservice /on trade sector that is seeking to differentiate its pivotal chilled juice fixture. Our single region Valencian Orange, Pink Lady, Cloudy Apple…. will reflect our added vitamins vision whilst offering this pioneering food sector a reassuring ‘taste guarantee’ which entitles consumers to ask for their money back, if they believe we’ve fallen short of our fresh taste promise.