100% fruit juice brand launches bag-in-box for extended shelf life

By Rachel Arthur contact

- Last updated on GMT

The Juice Premium wants to cut down use of bottles and cartons
The Juice Premium wants to cut down use of bottles and cartons

Related tags: Packaging, Pasteurization

A premium juice brand is entering the market with specially designed airtight pouches in a bag-in-box system, to create a product with a longer shelf life than its competitors. 

The Juice Premium says its products can be consumed over 10 days once opened, rather than most other 100% juice brands that need to be consumed within a couple of days. Before opening, the packaging can be stored in ambient conditions, meaning refrigerated space is not required.

Maciek Kacprzyk, founder of the UK brand The Juice Premium, told BeverageDaily the bag-in-box design is airtight, which means that the brand does not use preservatives, citric/ascorbic acids, sugar or additives. Juice is poured out through the spout on the box, meaning air does not enter the package during dispensing.

Cutting down packaging waste

The brand’s main goal is to create an alternative to bottles and small cartons, encouraging customers to turn to more eco-friendly packaging, said Kacprzyk.

Rather than using the packaging of between three and 10 bottles, the juice is packaged in one bag-in-box. The pouches can be purchased separately, meaning the box can be re-used.

The brand’s range is made up out of five flavours: sweet apple, semi-sweet apple, strawberry and apple, chokeberry and apple, and blackcurrant and apple.

The juices come from locally grown fruits, and are cold pressed in an effort to retain vitamins, antioxidants and nutrients, explained Kacprzyk.

Juices are currently offered in a 3L bag-in-box size, but the brand also plans to introduce a 5L size.

“Our main goal is to sell to offices and caterers – the 3L size suits them – and cafes and university food courts,”​ said Kacprzk. “We are also selling the juices directly to customers via our online shop​.”

The Juice Premium is launching in cafes and health-focused shops in London and Cardiff, as well as online. It is also in the process of lining up stockists nationwide. 

Related topics: R&D, Juice Drinks

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