- Category – Soft drinks, juice, functional
- Available – From this month
- Location – The US
- Price – SRP of US$3.49-$3.99 per 2oz bottle. Also available in 12-pack for $48 through official website
Uncle Matt’s Organic has broken into the shots segment of the soft drinks category with a three-strong line of fortified orange juices.
The US juice brand is debuting Ultimate Shots on its website ahead of a wider roll-out to US stores in the coming weeks. The range, all of which uses an orange juice base and features live probiotics, comprises:
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- Ultimate Defense Shot – pineapple, turmeric root, ginger & black pepper; 1,000% DV Vitamin C, 100% DV Vitamin D, & 100% DV Zinc
- Ultimate Immune Shot – black elderberry; 1,000% DV Vitamin C, 100% DV Vitamin D & 100% DV Zinc
- Ultimate Energy Shot – mango & 200mg of caffeine from coffeeberry extract; 1,000% DV Vitamin C & 1,000% DV B12
“As people become more knowledgeable about wellness and ingredients, we’ve noticed consumers turning to food and beverages in a prescriptive way to address specific lifestyle issues or complaints,” said Uncle Matt’s Organic’s VP of Marketing & Innovation, Susan McLean. “Our organic functional juices are what consumers have been turning to for their daily immune support, so it was a natural progression for us to enter into the functional shots category by providing potent formulas and convenient options made from organic and multi-functional ingredients to address things like immune support, gut health and vitality.”
The Florida-based juice company was acquired back in 2017 by Dean Foods Co for an undisclosed sum. Following its new owner’s filing for bankruptcy in late-2019, Uncle Matt’s returned to founder Matt McLean just over a year ago.
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