Food and Beverage Business

James White introduces a new beverage that aims to rival V8 vegetable juice in quality and taste

Food and Drink Technology

James White Drinks has recently announced the launch of their new Veg It vegetable juice, made with a blend of eight different vegetables. This new product aims to fill the gap left by the sudden disappearance of V8 juice from UK supermarket shelves.

Lawrence Mallinson, owner of James White Drinks, highlights the growing popularity of vegetable juices such as Beet It and Big Tom, noting their lower sugar content compared to traditional fruit juices. Mallinson emphasizes the superior ingredients used in Veg It, such as pressed carrot, beetroot, celery, sauerkraut, leek, cress, and parsley juices, all contributing to its delicious taste.

Veg It Juice will be available in a 1-litre Tetra Pak on Amazon and will soon be stocked in Tesco stores nationwide starting in March, followed by Sainsburys and Waitrose in the coming months. Mallinson is confident that this product will impress consumers and change their perception of vegetable juices.

James White Drinks, with over 30 years of experience in making fruit and vegetable drinks, offers a wide range of products including Beet It, Big Tom, Zingers, and a variety of classic and organic fruit and vegetable juices.

Transitioning smoothly from the introduction of Veg It to its upcoming availability, Mallinson’s enthusiasm for the product shines through, showcasing the company’s commitment to providing high-quality and innovative beverages to consumers nationwide.

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