Juice startup Juna claims that it will shake-up the UK juice market following the recent launch of a new all-natural nectar range made mango, lulo, guanabana and mora fruits.
Then range is designed to evoke the South American Andes, with 4 flavours in the range (pictured) providing, in the firm's words, "the pure exotic taste and texture of each fruit, as well as the intrinsic health benefits derived from their high vitamin and protein content".
Juna co-founder Christian Kaufholz said: “We want to break with the same old tones of apple, orange or grape, which form the basis of close to all fruit drinks in the market today.”
Challenged as to why he thought his products would succeed in a highly competitive fruit beverage market, Kaufholz told BeverageDaily.com: "It is true that the market for fruit beverages is highly competitive. However, our range is not a variation of existing smoothies or fruit juices but is clearly a novel and exciting product that offers genuinely new and exotic taste experiences to consumers.
"As such it has a clear differentiator setting it apart from the many variations of smoothies and fruit juices on the market today," he said.
The product has just been launched in the UK, and asked about roll-outs in other countries, Kaufholz added: "We have launched the product in Berlin in July and are currently selling in coffee shops, lunch eateries and natural food stores there."