- The Food Revolution Group (FOD) has expanded its juice range in Australia with nine new products accepted for sale by Coles
- This expansion follows on from its purchase of Heinz in September 2019
- The company will also be producing two private label iced tea products for Coles
- FOD has ended the day slightly up with shares trading for 8 cents apiece
The Food Revolution Group (FOD) has expanded its juice range in Australia with nine new products accepted for sale by Coles.
FOD’s expansion of the Original Juice Company (OJC) range follows its acquisition of Heinz/Golden Circle in September 2019.
This forms part of FOD’s key actions to expand the OJC brand range which includes the expansion of existing 100 per cent fresh juice Black Label range into low sugar orange juice.
It also includes FOD’s existing Juice Lab to become an OJC brand-subsegment and its Bush Tucker juice products to become an OJC brand sub-segment.
FOD’s strategy is to use the loyalty, heritage and trust build by OJC and expand range extension options in both Take Home and Convenience packs.
The objective is to remain a value brand with quality ingredients.
FOD will begin sales of nine new chilled juice products comprising of its Bush Tucker range and new fruit and vegetable juices and juice-based Quenchers to the OJC range.
The company will also launch two private label iced teas with Coles.
Chief Executive John Florey said the company is excited to be building on the brand and reputation of OJC.
“Through our acquisition of the Original Juice Company brand earlier this year, we are building on a well-established Australian brand that has a loyal consumer base. Our plan is to extend the OJC range and push into new markets,” John stated.
“Launching these new products with Coles will allow us to grow our market opportunity in Australia initially before we look at the options for further expansion through new flavours and formats and distributing our juice products through new channels,” he added.
FOD’s agreement with Coles has no guaranteed revenues or minimum volumes but formalises the launch of the OJC umbrella brand for FOD’s juice products domestically.
The company will now focus on leveraging the re-launch of this iconic Australian brand to expand sales into China.
FOD has ended the day slightly up with shares trading for 8 cents apiece in a $56.52 million market cap.