A fruit juice aimed at a younger demographic is set to hit the on-trade.
Go-rilla, a 100% ambient juice range — in flavours of orange and apple; mango, orange & carrot; berry (raspberry & blueberry) and tropical — is designed to appeal to consumers aged 18 to 30. The drink supports the Gorilla Organisation through a donation per sale pledge.
Go-rilla is the first drink to be launched by the newly created Tribeca May, originally called Soya Health Foods. The company, which already sells the Sunrise Soya Range, was given a new brand identity to support its expansion into non-soya products. In addition to fruit juices it also plans to develop shaken milks and yoghurt drinks.
"The rebrand and expansion into new products is part of our plan to accelerate sales growth," said director Debbie Cotton.
"We're perfectly placed to expand our offer of healthy beverages in a market where healthy and ethical foods have never been more important to consumers."