Obese Britain Summer 2015.pdf

PROMOTION
MAJOR FRUIT JUICE BRANDS
FEEL THE PRESSURE FROM COLDPRESS.
It seems the big fruit juice brands are getting a little
hot under the collar.
You could, of course, put this down to the heat
generated by the archaic pasteurisation process that
they still use to make their juices.
Or you could put it down to Coldpress.
Because, being cold pressed rather than heated and pasteurised,
Coldpress juices and smoothies, launched in 2011 in their distinctive
hexagonal bottle, retain more of some things than their pasteurised
rivals: things like more taste, more vitamins and more antioxidants.
Not only that but, because you’ll need to drink considerably less
Coldpress juice than conventional pasteurised juices to get your daily
quotient of lovely essential nutrients, you’ll need to take on board
rather less of a couple of less desirable things too.
Namely sugar and calories.
So it’s hardly surprising that, for some of the biggest names on our
supermarket shelves, the competition really is hotting up.
Life is sweeter with less sugar.
Because, as we’ve seen, with Coldpress less juice really is more, the cost of
getting your daily fix of vitamins and antioxidants will be significantly reduced.
As, of course, will your intake of sugar and calories.
Because of concerns over sugar, public health recommendations stipulate
that we should drink just 150ml of juice to get our five-a-day. But with
Coldpress orange juice, for example, that 150ml would deliver 90% NRV
of Vitamin C, one of the vital antioxidants that fights those rascally free
radicals, compared with just 41% NRV for some pasteurised equivalents.
It’s fair to say that unnecessary sugar and calorie intake is a ‘hot topic’ right
now. As hot as that tired old pasteurisation process, you might say!
Of course, as everyone’s well aware, there are naturally occurring sugars in
fruit. But premium juices make an important contribution towards meeting
our five-a-day needs, in particular our daily dose of Vitamin C, and other
beneficial nutrients like folate and thiamine.
And if we can reduce the sugar and calorie levels in our fruit juice, it really is a
‘win, win’ for us all.
Or in the words of Andrew Gibb: “In the war on needless sugar consumption,
we see it as our responsibility to take a strong moral lead, championing a
new era of juices that work harder and smarter.”
Flavours with more flavour.
DRINK LESS, BENEFIT MORE.
So....more goodness all round, then, but how
much more is ‘more’ exactly?
Well, a whole lot more as it turns out.
The problem is, though, that, while they would love to
explain in glowing detail how Coldpress is cold pressed
to hold in significantly more nutrients than leading
brands of conventional pasteurised juices, our ludicrous
food health and nutrition laws prevent them from telling
the full story. Suffice to say, though, to secure your
80mg recommended daily intake of Vitamin C (NRV)
you only need 167ml of Coldpress Valencian Orange as
opposed to between 250 and 363ml of some of its big
name pasteurised rivals.
Because Coldpress is cold pressed, not pasteurised, and retains the authentic taste of the
fruit, Coldpress juices and smoothies come in a range of single varietals, each with its own
very distinctive flavour.
Which means that, with Coldpress, customers can choose from Golden Delicious and Pink
Lady apple juices instead of merely from ‘apple’ and....er...well.....’apple’.
As Coldpress founder, Andrew Gibb, explains: “ Pasteurisation might be a highly effective,
heat-based treatment for preserving fruit juice but it’s also a heavy-handed, antiquated
process that will remove any fruit’s delicate ‘top notes’ and aromas and significantly
reduce the levels of essential nutrients. In other words, with Coldpress you get more
vitamins, more antioxidants and more flavour because no heat is used in our process.”
ONLY THE BEST FRUIT
(AND VEGETABLES) WILL DO.
Because Coldpress juices and smoothies retain more of the flavour than their
pasteurised rivals, selecting the best possible fruit is especially important.
As Andrew explains: “Making cold pressed juices with high pressure
processing is very unforgiving. If you process really good fruit, it tastes
really good, but the opposite also applies. This is why partnering with
farmers with a ‘no compromise’ mentality has been at the heart of our
ongoing success.”
In addition to its full-bodied smoothies and head-turning fruit blends, this
is also, of course, true of the company’s ’new generation’ veggie juices,
jam-packed with fibre, Vitamin A and iron, that remind us just how flavourful
top-notch vegetables can be.
To end on a final word from Andrew Gibb:
“Once again our ingredient-friendly process allows us to raise the bar in
terms of taste and nutritious density by enabling our veggie juices to be
exactly what they claim to be and not some fruit-based hybrid juice with
only a light trace of veggie input.”
It’s fair to say the pressure’s really on for conventional fruit juice brands. And
right now it really is Coldpress who are doing all the pressing.
Available from Tesco, Waitrose, Sainsbury’s, Morrisons, The Co-op and Ocado.
3810 Coldpress Obese britain_AW.indd 2 04/06/2015 16:31