Hain taps Europe's growing juice market

- Last updated on GMT

Related tags: Fruit juice, Juice

Hain Europe, a division of the US natural and organic food company
the Hain Celestial group, is set to launch a range of healthy
drinks, made from a mix of fruit juice and soy, on the European
market in coming months.

Hain Europe, a division of the US natural and organic food company the Hain Celestial group, is set to launch a range of healthy drinks on the European market in coming months.

Presented at SIAL in Paris last month, Joozy, Joozy+, Soya Drink and Rice Drink are all aimed at the health-conscious consumer.

Both Joozy products are a mix of fruit juice (80 per cent) and soy (20 per cent). The company claims that the large percentage of fruit juice ensures the good taste of the product. The European fruit juice market continues to grow and fruit juices are increasingly seen as a health product.

Hain's Joozy is a fruit juice with added protein, from the soy ingredient, and added calcium. It comes in three different flavours - orange, peach and apple, and exotic.

Joozy+, based on a cocktail of fruit juices from orange, apple, carrot and lemon, is billed as a tonic, and has added guarana berries, green tea and vitamin C for energy. The company claims it is "opposite to those so-called chemical energy boosters. Joozy+ boosts natural energy."​ There is no added sugar, and all ingredients are GMO-free, according to Hain.

The rice and soya drinks are being marketed as dairy alternatives and also respond to consumer concerns about animal-derived products and food allergies from dairy produce, said Hain. Both have added calcium.

All products are packed in Tetrapak cartons and launched under the Hain Pure Food brand. Hain Europe is currently finalising launch dates and target markets.

Related topics: Suppliers, Markets and Trends, Beverages

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