James White Drinks has launched a brand new ambient functional drinks range, bringing together taste and everyday support
James White Drinks, leading British producer of premium, natural fruit and vegetable juices, has announced the launch of a brand new ambient functional range into Waitrose.
Introducing blends that put taste at the heart of everyday support, the first two flavours in the range have been announced as a ‘Vitalise’ Green Juice and an ‘Immunity’ Apple & Ginger Juice.
Made with a blend of fruit and vegetables, each flavour is shaped around simple functional cues that fit naturally into daily routines – carefully developed to deliver everyday support through naturally functional ingredients.
The Vitalise Green Juice combines apple juice, courgette juice, spinach puree, lemon juice, pineapple juice, kiwi puree and kale puree to provide a source of vitamin B12, which aids in reducing tiredness and fatigue.
Meanwhile, the Immunity Apple & Ginger combines just two ingredients – apple juice and ginger – to offer a gently spiced flavour alongside vitamin C, which contributes to the normal function of the immune system.
Both drinks are made with 100% juice, contain no added sugar, and are suitable for vegans, reinforcing the brand’s commitment to simple ingredients and honest functionality.
Drawing on a long history of craft in Suffolk, the ambient functional range builds on the brand’s approach that focuses on character, quality and distinctive flavour by offering bold taste and the ease of an ambient format that works for busy lives.
Lawrence Mallinson, founder of James White Drinks, said: “The functional drinks market is continuing to gain traction in the UK, and strong growth is coming from the chilled soft drinks space, with shoppers looking for flavours they can enjoy with gentle support they can trust.
“Our new ambient functional range will cater to these shoppers, who are more conscious of their health, whilst providing greater convenience as a drink that easily fits into their daily routine. With health benefits that support day to day life, the range will help to make better everyday choices feel effortless.”
The new ambient functional range will sit alongside Beet It, Veg It and Organic Carrot in the ambient aisle at Waitrose, adding a new functional option that complements the wider James White Drinks selection already available.
Vitalise Green Juice and Immunity Apple & Ginger will be available in Waitrose from February, with an RRP of £3.30 per litre carton.
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