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Tru-Juice Takes On New Market Segment

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The owners of Tru-Juice beverages have pumped millions into new packaging and products and are about to take on a new segment of the juice market following a soft launch last year.

Partners, Trade Winds Citrus Limited and Wisynco Group first introduced a non-chilled juice drink in tetra-pak packaging under its down market brand, Squeezz, but did so without fanfare.

Now the company is taking the same step with its Tru-Juice brand, under which it has developed a line of juice drink products for the non-refrigerated market segment. Managing director of Trade Winds, Peter McConnell, also referred to this segment as “ambient juices”.

Published in the Gleaner
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