Product Launch - UK: Savse's Savse Broccoli, Beetroot and Strawberry Smoovies

By | 18 February 2013

Click through to view Savses Savse Broccoli, Beetroot and Strawberry Smoovies

Click through to view Savse's Savse Broccoli, Beetroot and Strawberry Smoovies

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Catagory - Soft drinks, smoothie, fruit and vegetable

Available - From last month 

Location - On sale in Harvey Nichols in London and some specialist retailers; in “advance talks” with supermarkets

Price - SRP of GBP2.49 (US$3.85) per 25cl bottle

Savse, an independent smoothie maker from the country of Georgia, has launched three flavours in the UK.

The unpasturised fruit-and-vegetable “Smoovies” are made using a cold pressurised production process that the company claims keeps the ingredients fresh, Savse said today (18 February). The company said it wants to tap into demand from parents looking for ways to help their children eat vegetables.

The flavours contain a mix of vegetables and fruit.

UK smoothie maker Innocent, which is majority-owned by The Coca-Cola Co, has committed GBP14m (US$22.5m) to brand investment over the next 12 months.

Show the press release




A new and surprisingly delicious vegetable smoothie invented in the former Soviet Republic of Georgia is set to revolutionise vegetable consumption in the UK.

The product has been flying off the shelves at London shops at which it is sold and the producers have increased production orders twenty-fold in a week to cope with demand. Savse is now in advance talks with all the major multiples.

The broccoli smoothie has emerged as an early favourite, with reports of customers queuing for delivery of fresh consignments. Dieticians for footballers, celebrities and health-conscious companies have also placed orders.

The Savse smoothie is based on an ancient Georgian family recipe perfected by Nina Koutibashvili when she was pregnant with her son Guka Tavberidze in the 1980s. Recipes blend large quantities of vegetables with fruits to create a sweet taste. No sugar or preservatives are added.

Guka, who has been searching for years for a production process that brings the freshness of his mother’s kitchen and garden to the shelves, is using a breakthrough cold pressurized production process that puts the ingredients under 90,000 lbs per square inch of pressure. The processing has been described as being equivalent to being squashed beneath the weight of hundreds of elephants.

The process removes the need for pasteurisation during production, which means that the product does not need to be heated. Consequently none of the nutritional value of the vegetables is lost. This has been a major problem for vegetable-based product developers for years. Pasteurisation has previously been necessary because of the presence of enzymes in vegetables which caused them to decay rapidly. The new cold pressure method solves this problem.

The new process also means that consumers are for the first time drinking a product that is effectively as fresh as if the ingredients had just been picked from the fields.

Guka and Nina are often mistaken for brother and sister, testifying to the health credentials of the drink. Friends are convinced that Nina’s smoothies are the vegetable equivalent of the fountain of youth.

In blind taste tests, 98 percent of respondents were unable to detect the presence of broccoli in Savse smoothies, despite it being a principal ingredient. Eighty two percent said that they thought that Savse’s broccoli-based smoothie contained fruit alone.

The broccoli-based version of the Savse “Smoovie” hit the shelves at some London retailers last week and had been selling out in hours. As word has spread, Savse has been scrambling to cope with demand for the runaway success. The product is already sold at Selfridges, Harrods, Fortnum and Mason and Planet Organic and the inventors hope that they will soon secure a supermarket listing to take the product into the national health drink super league.


Original source: Company release

Expert analysis

Smoothies in the BRIC Countries Market Overview and Forecasts to 2014

This report covers key aspects of the smoothies market in the four emerging economies: Brazil, Russia, India and China. Data is provided on market value and volume by category; company and brand shares; distribution channels; and expenditure and consumption per capita for the historic and forecast periods.

Sectors: Product launches, Soft drinks

Companies: Nichols, Innocent, Coca-Cola Co

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