Suja to debut probiotic-infused functional waters range at Target in 2016

08-Dec-2015 - Last updated on 08-Dec-2015 at 21:50 GMT

HPP (high pressure processed) juice pioneer Suja is moving into new territory next year with the launch of a line of enhanced waters with organic fruit & veg and probiotics that will debut at Target stores nationwide in February.

The waters - which will retail at $2.99 - contain 0-1g sugar and 5-10 calories per 14.5oz bottle, and join a growing number of foods and beverages utilizing the ultra-resilient BC30 6086 probiotic strain* from Ohio-based Ganeden, which is now working with firms in every category from tea to frozen yogurt.

The Pressed Probiotic Waters – available in Raspberry, Ginger Lime, Orange Ginger Pineapple, and Pineapple Lemon Cayenne - “offer a subtle sweetness with no additives”, and each contain 2 billion colony-forming units (CFUs) of vegan probiotics. The fruit content is from rehydrated fruit pomace that's left after juice has been 'pressed' out to make the company's juice products.

Suja - which sold a minority stake in its business to Coca-Cola and Goldman Sachs’ merchant banking division - has also unveiled a new look for its Essentials brand, which now accounts for 60% of sales.

The new labels – which no longer feature the word ‘Essentials’ – create a more premium feel for the $3.99/bottle range, which was launched in 2014 in order to make the Suja brand accessible to a broader range of consumers.

According to Suja, the labels – which target consumers quizzed by the company say they much prefer to the current design - are “more transparent, so consumers can better see the vivid colors of the nutrient-dense fruits and vegetables within”.

The revamped line also features the new ‘One Day Renewal’ collection of three juices and smoothies: Daybreak Probiotic, Noon Greens and Twilight Protein.

Speaking at the BevNET Live event in Santa Monica this week, Suja Juice CEO Jeff Church said that the HPP juice category had exploded over the past three years, adding: "When we started Suja there were two other competitors. Today there are 50."

Read our recent interview with Jeff Church HERE.

new look suja essentials — The new look Suja Essentials packaging "results in a more premium feel, better aligning with the Suja family and overall product branding", says the firm.

* As BC30 can be boiled, baked, frozen, pasteurized, microwaved, high-pressure-processed and extruded and go on to survive stomach acid and move to the gut where it starts multiplying and proliferating, it has opened up a raft of food applications previously closed to probiotics, from hot tea and coffee to muffins, jam, soup, frozen yogurts and HPP-treated beverages, according to Ganeden Biotech, which says the strain has been shown to support immune health at 500 million CFUs (colony forming units) and digestive health at one billion CFUs.