Start-up firm uses eco-friendly sheep’s wool packaging to insulate its juice drinks

By Jenny Eagle

- Last updated on GMT

Start-up firm uses wool packaging to insulate its juice drinks

Related tags Nutrition Sugar

University friends Charlie Lee-Cook and Rich Goldsmith have set up MOJU juice brand, targeting health conscious consumers with their cold-pressed juices that use more nutrient-rich vegetables than sugary fruit.

The pair partnered with Harrods in London to launch its product in October and the juice will be stocked in a range of deli and health foods stores across the country this month.

Woolcool eco-friendly packaging


Co-founder, Lee-Cook told BeverageDaily it has now launched an online shop and will be delivering fridge packs, which hold six juices of each customer’s choice, to offices and homes after partnering with Woolcool, which uses eco-friendly insulated packaging from sheep’s wool.

The market is saturated with heavily processed and unhealthy drinks, as consumers become better educated about what they are eating and drinking they will look to healthier and more natural alternatives​,” he said.

We have three flavours in our range, all of which use more nutrient-rich vegetables than sugary fruit. We are big on the ‘more veg, less sugar’ mantra. Our juices are 100% natural, raw and free from corner-cutting purees, pulps and additives​.”

Shropshire-based Wool Packaging Company was created by packaging designer, Angela Morris in 2008 after the National Trust asked her to help its tenant farmers by finding a more environmentally friendly way of keeping their home deliveries chilled during transit.

She identified that sheep’s wool is a ‘smart fibre’ with hygroscopic properties that absorb and release moisture from the air to create consistent temperatures and can keep chilled contents below 5°C for at least 24 hours.

Alternative to man-made polymers

Woolcool is a sustainable alternative to man-made polymers and is the only range of sheep’s wool insulated packaging available on a commercial scale.

The company is now targeting the entire perishable food sector, including national grocery retailers and researching and developing Woolcool lines for other sectors that require temperature-sensitive transportation, including horticulture, healthcare and pharmaceuticals.

Lee-Cook added MOJU never heats, pasteurizes or ‘cooks’ its juice as it destroys vitamins, minerals and enzymes; instead, it uses high pressure processing (HPP) to protect the nutrients.


Consumers’ consumption of high sugar content food and drink is still at a worryingly high level​,” he said.

We, and other drinks brands, have a responsibility to educate people to help them make healthier choices in life. Part of which is making our packaging and labels as easy to understand and as straightforward as possible​.

The best way to ensure our juice always tastes as good as possible is to use only the freshest ingredients, pressed in a facility that is chilled to 3°C and under tightly controlled conditions​.”

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