April 23 sees Coldpress enter the Juice Shots fray, the single fastest growing segment within premium tier juices. The arrival these of 2 generously-proportioned hexagonal bottles will bring some added momentum to a shot category meticulously pioneered by juice shot legends Moju, who have been at the very heart of broadening juice’s all-round functional appeal.
According to Coldpress founder, Andrew Gibb, ‘As the original HPP protagonists we can only applaud Moju for taking the next step in re-energizing a proud category that had perhaps become a little set in its ways. That said, as a business that puts democratizing top tier juice at the very heart of its agenda, we just couldn’t help thinking that paying £2 for a 60ml shot was a major barrier to increasing category penetration and allowing more fine juice enthusiasts into the shots fold. At a time of spiralling food & drink costs we wanted to give health-conscious juices category a shot in the arm’
With this in mind, Coldpress will launch its two 150ml shots at the same price point (£1.50-£2) as incumbent 60ml-100ml offerings.
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