With cafe outings becoming less and less frequent lately due to the tightening of purse strings, I am genuinely craving some freshly squeezed orange juice. The next best thing is from the juice aisle in the supermarket where shoppers will find The Original Juice Company’s Black Label juices, easily recognisable and a staple in the shopping carts of many.
Owners of the brand, The Food Revolution Group (ASX: FOD) have expanded their range having launched two new vegetable based juices under the same brand. The ‘Veggie Goodness’ juices, one orange concoction with carrot, sweet potato and ginger, and a green one with spinach, zucchini and kale offer 2.8 servings of veg per cup.
The expansion of the Original Juice Company range to include veggie juices aligns with their strategy to continue to meet consumer trends and needs. Both new additions will hit Woolworths store shelves from 6th July 2022.
You can also find your favourite Aussie juice in the aisle of American retail giant Costco. Aligning with Aussie taste buds, Costco has decided to range the Original juice Company products in their Australian stores. True to their bulk buy bargain reputation, Costco will stock a custom 4 pack of 1 litre Goodness Green fruit juices. Based on the product’s performance, FOD will consider further expansion and customisation of their range for Costco shoppers.
FOD has also expanded their range of Juice Lab Wellness Shots with a new flavour- ‘Calm’. The 60mL ‘super-shot’ contains blueberry, hemp, chamomile and lavender to de-stress its consumers. The Calm shot will join Juice Lab’s Focus, Immune and Digest formulations in Woolworths stores nationally. Juice Lab’s range of shots, smoothies and sparkling drinks have seen them claim the spot of dominant market leader in the segment with 50% market share of the wellness shots segment.
CEO of FOD, Steven Cail said: “The Juice Lab Wellness shots range continues to grow in strength with an increasing sales base and strong consumer support. The new Calm Wellness Shot is an innovative product that provides consumers with health benefits, utilising evidence based ingredients such as hemp, lavender and chamomile. The Juice Lab Wellness Shots have been the clear leader in the market, and the increased distribution across Woolworths continues to help expand out dominance in the marketplace.”
The shots are also being exported to Asian markets through a partnership with Easychef.
“Increasing distribution remains a key pillar of the strategy in FY23,” said Cail. “My expectations are that FOD will break into new markets with our world class food and beverage products. We have come to an agreement to supply Costco Australia with beverage products, the first being our popular Original Juice Company Goodness Green juice, We hope to continue to grow this relationship with Costco, and our initial orders have been a fantastic indication that this will be a great success.”
Compounding distribution and ranging agreements have seen FOD’s revenue increase by 14.3% to $11.5 million for the third quarter of FY22. Restructuring and sales margin improvements for the period saw $449k in positive cash flow for the quarter courtesy of a reduction in their operating expenses by $1.4m.
Samantha Freidin is a business journalist at Emerald Financial whilst also completing a Masters of Marketing and Digital Communications at Monash University.
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