The Feel Good Drinks Company is launching a new range of drinks with the aim of taking on the Tropicana and Minute Maid brands.
The range, called 100% Squeezed Juices, targets the breakfast and lunchbox markets, and while it is the first time Feel Good Drinks has produced a chilled drinks range, managing director Dave Wallwork says the new products will compete strongly.
He says 100% Squeezed Juices can compete against the PepsiCo and Coca-Cola brands because his drinks all contain at least three different types of fruit rather than just a single flavour.
The juices – Orange, Mandarin & Tangerine; Raspberry, Blueberry & Apple; and Apple, Golden Kiwi & Lime – are all available in 250ml and one litre bottles priced at £1.49 and £2.59 respectively.
Wallwork says: “Chilled juices is an absolutely massive category and it’s still growing because it’s what people want. But all the dominant brands, such as Tropicana, are single flavour juices. This ignores the fact that consumers are blending and crushing different flavoured juices together to create their own fantastic and original flavours.
“Because our products are all blends we’re confident they will do very well.”
Wallwork adds that Feel Good is talking to major retailers about stocking the range, but that it will be in Total garages from this week.
Feel Good, which was founded in 2001 by three former Coca-Cola executives, sells 1 million bottles a month of its still juice and sparkling drinks.