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The buyer: room for optimism.

"The ambient juice market has been in overall decline for some time, but in the past six months there have been some green shoots of recovery, which give cause for optimism.

"Premium ranges and brands such as Cawston Vale, Cracker and locally produced pressed apple juices in glass bottles are in enormous growth.

"Customers appear to be searching for superior quality and taste with the convenience that ambient products can provide.

"In the English apple juice range, there is a desire to support local and regional producers (often working on very small scale production) and there is the simple fact that these products deliver excellent flavour and quality.

"Historically, ambient juice has become commoditised, but I believe that products with a price point of 1.39 [pounds sterling] to 1.99[pounds sterling] (for one litre in cartons) that can deliver serious quality cues on flavour, ingredients and packaging have a good future and a growing market."

James Hodgson

Ambient juice, carbonates, mixers and dilutes buyer,

Waitrose
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Title Annotation:focus on ... juices & smoothies
Author:Hodgson, James
Publication:Grocer
Article Type:Brief article
Geographic Code:4EUUK
Date:Mar 15, 2008
Words:167
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