Rebel Kitchen has unveiled a duo of health and wellness shots made with camu camu – a Peruvian berry containing 30 times more vitamin C per ml than an orange.
Camu camu, grown in the Amazon rainforests in Peru, was “a world-first hyperfood” that could support immunity and reduce fatigue, Nurture Brands-owned Rebel Kitchen claimed.
The brand will next month launch Camu Immunity and Camu Immunity + Natural Energy in single 60ml shot (rsp: £1.95) and 420ml dosing bottle (rsp: £5.95) formats.
Containing a minimum of 351mg of vitamin C per dose and no added sugar, the shots would help “keep illness and tiredness at bay”, said Rebel Kitchen.
They were made using freshly frozen camu camu berries and other “natural” fruits to create a “naturally pink” health shot that was “mighty in benefits”, it added.
Camu camu can presently only be found as a processed food supplement in powder form in the UK and is mostly sold online and via health food shops.
Rebel Kitchen’s shot duo, however, will be landing in grocery multiples, with Immunity + Natural Energy launching exclusively in Waitrose from 5 February. Immunity will then land in Sainsbury’s stores in April.
“Vitamin C is vital for a strong body, and the camu camu berry boasts the highest natural levels of any other fruit,” said Nurture Brands MD Adam Draper. “Way surpassing any superfood, the Rebel Kitchen Camu shots are a world-first hyperfood, and sure to become a leader in the health shot category for 2025 and beyond.”
The NPD comes amid growing demand for juice shots. Moju – the juice and smoothie category’s largest dedicated shot brand – has grown volumes by 61.9% in the past 12 months [NIQ 52 w/e 7 September 2024].
The supplier predicts the shots segment will double in value to £60m by 2026.
Last week, challenger brand Rheal entered the segment, unveiling a quartet of shots made from cold-pressed juice and ‘superfood’ ingredients such as acerola cherry and spirulina.
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