Juice brand Minute Maid aims to become brand leader in the emerging category of wellness juices by targeting 'perplexed' consumers with juices and possibly smoothies. Following consumer research conducted by brand owner Coca-Cola, Minute Maid is developing new drinks, which offer consumers health benefits without complexity, according to a spokeswoman. The company will launch the first product in the range, a 100% orange and berry juice blend called Minute Maid Summer Fruits this month and will follow this with another four brand extensions over the next few months. Details on the remaining new products were unavailable, but Coca-Cola confirmed they are designed to deliver functional health benefits simply and conveniently. It has also registered the trademarks Breakfast On The Go Smoothie, Wellbeing and Cell Defence in the UK. "The new products are nutritionally designed for consumers who are keen to lead healthier lifestyles, but are increasingly perplexed by health messages in the media and marketplace," said Gill McLaren, strategic planning and health and wellness director at Coca-Cola GB. "We have worked closely with nutritionists and fruit scientists to develop a range of products that focus on health benefits for consumers. "We believe there is no brand leader in wellness juices and anticipate this new range will position Minute Maid as being the brand leader within this," she said. Juice and juice drinks with added benefits is the fastest-growing category in chilled juice and juice drinks, up 31% in volume over the past twelve months, according to Coca-Cola GB. The total chilled juice category is up 11% over the same period.