Rebranded Soya Health Foods launches first fruit juice range

Recently rebranded health food company Tribeca May is launching a range of fruit juices in January under the name Go-rilla.

Go-rilla: Helping to raise funds for conservation charity Gorilla Trust
Go-rilla: Helping to raise funds for conservation charity Gorilla Trust

The new line will be the first non-soya range produced by the company formerly called Soya Health Foods. It will be followed by milkshakes and yoghurt drinks.

The Go-rilla range of pure fruit juices is aimed at 14- to 30-year-olds and will raise money for conservation charity the Gorilla Trust.

The orange and apple flavours are being test-marketed in the North-west, with mango, carrot and apple, berry and tropical flavours to follow when the product is rolled out nationally.

The new range will be supported by a promotional website, exhibition support, posters and T-shirts.

Tribeca May, based in Cheshire, supplies soya products to the grocery trade, food services, independent retailers and multiples. Director Debbie Cotton believes now is the ideal time to be introducing new products.

“We’re perfectly placed to expand our offer of healthy beverages in a market where healthy and ethical foods have never been more important,” she says.

The brand name, positioning, design and packaging have been created by Manchester-based consultancy Touchpoint, which has worked on previous Soya Health Food projects.

Touchpoint creative director Howard Wright says: “Our brief was to create a completely new look and feel. The gorilla element gives it an additional fun and ethical dimension within this busy category.”

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