Coldpress fruit smoothie company has launched four new varieties in a fresh attempt to take on fruit drink giant Innocent.
The new combinations are made using high pressure processing (HPP), rather than traditional pasteurisation, and will feature apple, pear and raspberry, mango and passion fruit, pineapple, banana and coconut, and strawberry and banana flavours.
HPP involves using high pressure to kill bacteria, and leaves the drinks with a six-month shelf life.
The smoothies will be launched to Tesco as well as the health food market.
The fruit for Coldpress smoothies is grown close to the processing factory in Spain on company-owned farms.
The more exotic types such as coconut and passion fruit are out-sourced.
Coldpress founder, Andrew Gibb, said: “Although it might seem like folly to take on the multinational-sponsored juggernaut that is Innocent, we wanted to create a distinct portfolio of ‘fresh-from-the-tree’ raw smoothies that were brimming with pulp and beneficial dietary fibre.”
He added: “We’ve always baulked at the very notion of pasteurising, not simply from the perspective that sweaty subdued fruit makes us feel queasy, but because it allows some competitors to employ second-division fruit knowing that this outmoded 1950s heat process is responsible for so many flavour notes and nutrients being cooked off.”
The 750ml smoothies have a six-month shelf life and retail at £2.89.
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