Cold-pressed juices a way to use ”imperfect” apples and pears that would otherwise be discarded
Golden Bay Fruit (GBF) has launched a fresh take on an old idea, releasing a range of cold-pressed juices in a box format.
“It’s a bit of a ‘back to the future’ moment,” said GBF marketing director Eleni Hogg, who led the project.
In recent decades, the packaging style has fallen out of fashion, associated more with bargain bins than quality. But now, with more understanding of the environmental benefits, Hogg said it’s coming to the forefront again.
“People are ready to revisit their bag-in-box preconceptions and realise boxed products can be premium, eco – and even cool,” Hogg explained. “This format is excellent from a food safety, storability and carbon impact perspective.”
According to Hogg, producing the box packaging releases around half the carbon emissions of a glass bottle. The cardboard is also lighter and more efficient to stack and transport, and easily kerbside recyclable.
This commitment to sustainability extends to the juices themselves as well. They are made using “imperfect” fruit that would otherwise go uneaten.
“One in every five apples grown in Aotearoa is wasted,” Hogg said. “Turning them into juice is a way of respecting what we grow – and making something delicious in the process.”
The current range includes two juices, Pure Apple and Pear & Apple, which are available at New World South Island stores and several Nelson independents including Connings.
The juices come in a three-litre boxed format and contain no preservatives. Instead, the triple-valve tap prevents oxygen from entering, keeping the juice fresh for weeks.
“We’ve deliberately positioned this in the bulk juice category,” Hogg said. “It’s not about competing with or undercutting boutique super premium brands. It’s about offering better quality affordable nutrition for families.”
