James White Drinks have been making brilliant non-alcoholic beverages for the best part of 30 years, pioneering what has become a significant growth market.
The business, based in Ashbocking, near Ipswich, came about after the owner converted a former cider factory into an operation producing non-alcoholic apple juice. Since then it has grown organically to achieve sales of £7m with its brands sold in most UK supermarkets and exported to 40 countries globally.
‘We like to think of ourselves as innovators,’ says Jean-Paul Pelaez, sales director. In fact, the company was the first to launch a branded natural shot range and one of the first to see the value of beetroot as a juice ingredient – its ‘Beet It’ range is now its biggest brand. Its Zingers ‘shot’ and Big Tom brands have also helped open up exciting new markets.
‘There is increased competition in the marketplace – we are seeing a lot of new apple juices arriving, but we have got something for everyone,’ points out Jean-Paul.
‘Provenance is the big thing in the UK market and has been for a while – a lot of our fruit is grown locally.
‘There are some great brands in East Anglia! The attraction of counties like Norfolk and Suffolk is that there’s a reputation for good quality food that’s great tasting as well.’
Featured in issue 34 – March 2019