High Potential for Not-from-Concentrate
Whereas the growth rates of classic fruit juices from concentrate are sinking, sales of juices not-from-concentrate in Germany from January to October 2006 were over 5% higher than in the same months the previous year.
12/06/07 Juices not-from-concentrate are a current trend revitalising the juice market and offsetting losses recorded in the declining fruit beverage market, according to Wild. Juices not-from-concentrate win over consumers primarily with their authentic, well¬rounded taste. Not only single juices but innovative blends offer attractive growth opportunities in the fruit juice industry. In Spring 2007, Wild Juice B.V., Rotterdam began supplying high-quality, standardised juice not-from-concentrate blends to the beverage industry. New to the Wild portfolio currently are high-quality premium smoothies blended from these juices or blends and fruit puree.
Whereas the growth rates of classic fruit juices from concentrate are sinking, sales of juices not-from-concentrate in Germany from January to October 2006 were over 5% higher than in the same months the previous year (source: GfK ConsumerScan). These juices, which are not concentrated after pressing but are bottled instead, meet consumer demands for healthy, natural products with the minimum amount of processing. Their potential for growth has by no means been fully tapped. 100 percent pure fruit Wild offers juices not-from-concentrate in tasty fruit blends with up to twelve different fruits, thus guaranteeing an extra-special taste sensation.
In line with the latest smoothie trend, WILD also offers a blends of juices and fruit puree. The word ‘smoothie’ comes from ‘smooth’, and describes the full-bodied consistency of the drink, which is particularly popular in Britain. WILD’s product portfolio includes concepts for premium smoothies made with juice not-from-concentrate in various fruit combinations. Strawberrybanana and mango-passion fruit are particularly popular. Juices not-from-concentrate are highly sensitive products with a limited shelf life. Once bottled, they must be transferred quickly to store shelves while being kept at a maximum temperature of 7°C.
