Rapidly growing health and wellness brand Rheal has extended into juice shots.
It has unveiled Super Greens, Ginger Zing, Blueberry Beets and Berry Biotic.
The shots have rolled out via DTC, and will land in Holland & Barrett stores and on Ocado from next month (rsp: £2.50).
Each shot contained 100% of consumers’ daily recommended intake of vitamin C and was made from cold-pressed juice and added ‘superfood’ ingredients such as acerola cherry, baobab, spirulina and barley grass, Rheal said.
The NPD comes with shots bucking the wider malaise in the juices and smoothies category, which has seen volumes decline by 52.7 million litres in the past year [NIQ 52 w/e 9 September 2024].
By contrast Moju – the category’s largest dedicated juice shot brand – has grown volumes by 61.9% in the past 12 months [NIQ]. The supplier predicts the shots segment will double in value to £60m by 2026.
Wellness shots were also “a high-growth segment within the UK’s health and wellness market” said Rheal.
There was a “natural opportunity” for the brand to expand its offering and “support even more consumers with healthier, quality choices”, it added.
“We’ve been developing our wellness shots for over a year,” said Rheal co-founder Charlotte Ali. “We wanted to make sure we created unique and powerful recipes for great benefits and flavour – with standout packaging designs to match.”
Unlike other leading brands such as Moju and Plenish, Rheal’s shots are packaged in glass.
“We wanted to avoid single-use plastic and launch into glass bottles,” said co-founder Sean Ali. “This took a lot of time and research, to ensure our processing and manufacturing could be achieved with glass and to not damage the quality of the liquid inside.”
Rheal was founded by Charlotte and Sean Ali in 2017 but soared in popularity after the brand appeared on the BBC’s Dragons’ Den in 2021.
The brand turned down investment from all five dragons, turning instead to crowdfunding to raise almost £1m from more than 400 backers at a £6m valuation.
Sales of its supplements and caffeinated energy bars have since rocketed, with a two-year compound annual sales growth of 235%, making it the second fastest-growing brand in fmcg, according to Alantra’s most recent Fast 50 rankings.
In September, Rheal appointed independent corporate finance firm Spayne Lindsay to explore fundraising options, including a possible sale to fuel future growth in grocery and overseas markets.
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