PepsiCo-owned Naked Juice has launched a sub-line of cold-pressed, high pressure processed (HPP) juices called Naked Pressed. The line comes in five varieties and is currently distributed to retailers on the West Coast.
Promoted as “a new take on fresh taste,” the juices are sourced from cold-pressed whole fruits and vegetables and contain no purees. They are Non-GMO Project Verified and packaged in 12 oz. plastic bottles with labels that articulate the number of ingredients per juice variety. The line is made up of five mainstream-friendly offerings: Bold Beet, Bright Greens, Cool Pineapple, Lively Carrot, and Hearty Greens.
The launch of Naked Pressed means that the company is joining a crowded and rapidly maturing category for cold-pressed juice. Andrea Theodore, the head of marketing for Naked Emerging Brands, said that the company is “consistently listening to our consumers’ needs and innovating alongside them.”
“With that in mind, we’ve been working tirelessly to ensure the highest quality for our consumers in this emerging juice segment,” Theodore said.
Asked how Naked plans to educate consumers about cold-pressed juice and HPP versus traditional processing methods, Theodore said that “consumers are more educated and aware of what they are putting into their bodies now more than ever, so we continue to innovate and expand our offerings to accommodate both consumer demand and trends.”
While Naked Pressed has been available since January, Naked has yet to formally introduce the line, nor has it made mention of the juices on its social media channels. The company does, however, include some details and imagery on its website.
Naked Pressed juices are produced in a company-owned cold-pressing facility and sent to an HPP processor, Theodore told BevNET. Available at an everyday price of $4.99-5.49, BevNET spotted the products on promotion for $3.99 at a Von’s store in San Diego, with $1 coupon attached to a couple varieties.
The launch comes approximately six months after PepsiCo rival The Coca-Cola Co. gained a foothold in the HPP juice category with a $90 million investment in Suja. Coke’s infusion gave it a 30 percent stake in Suja with an option to buy the company three years after completion of the deal.