COLDPRESS RETURNS TO THE PREMIUM JUICE TOP TABLE
In recent months Coldpress Foods has proudly re-established itself as a lean, focused provider of best-in-class HPP juices & smoothies with ‘added benefits,’ cutting through the swathe of ‘sameiness’ that still dominates so much of Europe’s premium chilled juice fixture.
Looking back, everyone understands juice’s unseemly fall from grace which resulted from an understandable backlash spiralling obesity, ever-changing eating patterns (the decline of 3 square meals – esp breakfast) and the clumsy, albeit well-meaning purge on sugar’s excesses.
The HPP Juice movement was initially labelled everything from ‘elitist & frivolous’ to an ‘unnecessary nicety’ by the wider juice establishment (stalwarts of old-school, nutrient sapping heat-based pasteurisation).
Yet today, a few years down the line, HPP (high pressure processing) looks in better shape than ever with Europe’s millennials wanting tasty/well-rounded/nutrient-rich juices that support their increasingly hectic lifestyles.
According to Coldpress founder, ‘Coldpress has grown up a lot in recent years! We now know what we do and don’t want to be, one reason why our new identity excludes our bold yet ‘shouty’ exclamation mark logo that was never really us.
Today’s cleaner, more informative packaging is one of many examples that point to a refocused brand that has returned to 1 st principles. Our new state-of-the-art ‘pressery’ in Spain means we’re no longer beholden to anyone else in terms of product quality & consistency, ongoing innovation or fulfilling insatiable supply lines. Our range is lean yet all-encompassing, focusing on our brand’s undeniable strengths around super juices and smoothies and single varietals (Pink Lady, Valencian Orange & Golden Delicious).’
Of course Big Soda (major establishment juices) will continue to eke out every last drop from antiquated, heat-based pasteurisation methods, turning a blind eye to the taste/nutrient-sapping realities of such a heavy-handed production process that fails to respect top-notch ingredients.
In stark contrast, Coldpress, for all its historical wrong turns never lost sight of the fact that a heat-free (cold pressure) agenda is the future, using eco-friendly, hydro-static pressure to bring ‘bad bacteria’ to book.
The move to create Europe’s 1 st vitamin-fortified juices and smoothies was an inevitable next step with regards to tackling idle calories whilst creating drinks with’ added benefits.’
‘It was never in our DNA,’ concludes Andrew ‘to set our juice stall out for the ‘elitist fringe’ whose focus on ‘real food’ and ‘clean labels’ meant the term ‘fortified drinks’ was never likely sit easily with them. From the outset Coldpress’s raison d’etre has been to democratize the premium, chilled juice
fixture by creating an eclectic range of tasty, nutrient-dense drinks at everyday affordable prices; a single-minded vision that we remain fiercely proud of!’
