Coldpress is set to battle Moju in the juice shots arena.
It will launch two variants – Ginger Shot (containing apple juice and 17% ginger) and Turmeric Hot Shot (comprising apple juice, orange juice, ginger and 10% turmeric) – into retailers in April (rsp: £1.50-£2/150ml).
The “generously” portioned 150ml bottles would bring “added momentum” to the juice shot category, said Coldpress.
Coldpress founder Andrew Gibb said he could “only applaud Moju for taking the next step in re-energizing a proud category that had perhaps become a little set in its ways”.
“That said, as a business that puts democratising top-tier juice at the very heart of its agenda, we just couldn’t help thinking paying £2 for a 60ml shot was a major barrier to increasing category penetration and allowing more fine juice enthusiasts into the shots fold.
“At a time of spiralling food and drink costs, we wanted to give the health-conscious juices category a shot in the arm,” Gibb added.
The launch comes as rival Moju has made concerted efforts to tap new categories and occasions over recent months.
In August, it teamed up with fermented foods brand Eaten Alive to launch a limited-edition hot sauce, inspired by its Really Ginger shot.
The functional juice shot brand then unveiled a limited-edition Monster Pickle Juice in October, ahead of Halloween.
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