Juice brand set to stir up P&C

Health food and beverage manufacturer The Food Revolution Group (FOD) is eyeing further growth and product development in the convenience channel after signing a new distribution deal with BP service stations.

BP is one of several new deals announced by FOD, with the company also securing distribution in independent grocers, convenience stores and cafes via agreements with Conga Foods, PFD Fresh To Go, Procal and Norco.

Known for its core juice brand, The Juice Lab, the Melbourne-based company also produces natural fruit-based fibre supplement, Hi Fi, and this month will launch two new beverage brands; carbonated juice range, Mixologist, and infused fruit water brand, Badu.

FOD has also secured new deals with Coles and Woolworths which will see it expand its existing ranges on offer in each supermarket. From this month, FOD will launch 21 products in Coles under The Juice Lab – Limited Edition, The Juice Lab – Smoothies and The Juice Lab – Vegessentials ranges, and will also launch Badu in Coles. At Woolworths, FOD will extend The Juice Lab – Pressed Juices line and launch Mixologist.

FOD, which listed on the Australian Securities Exchange in February, expects incremental sales from the new deals to generate more than $15 million on an annualised basis.

Speaking to C&I Week, FOD CEO, Bill Nikolovski, said The Juice Lab – Pressed Juices range will be available in BP in single serve 350ml-400ml sizes, however, the company plans to push all FOD’s beverage products into P&C.

Mr Nikolovski said healthy, high fibre bars and snacks are also currently in development. Its next product to market will be an infused fruit snack range, with development and packaging expected to be completed next month.

“Convenience and the route trade channels are very important to us and we plan to focus on these channels,” Mr Nikolovski said.

“We will offer [bars and snacks] to both convenience and grocery channels, but we think the offering will be better suited to the convenience channel.”

FOD is also looking to international expansion. Mr Nikolovski said China and Korea are current target markets for the company.

“China and Korea are big markets for us. Similar to Australia, the Chinese market is after better for you, functionally good, fresh products, and the infused fruit snack will certainly be going to China. They have a strong interest in that product.”

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