Name change for Sir Juice

According to Sir Fruit's Marketing Manager, Roanne Goldsmith: "Fruit is at the heart and soul of what we do. So the shift from 'Juice' to 'Fruit' makes perfect sense as the brand's focus has always been on getting the best out of the fruit for our products. We've not changed a thing. We still use our unique pulp-based process, which means we start with whole blended fruit or fruit pulp, and then add filtered water so that it's not too thick to drink."

"I'm excited about the change. It gives us great scope to do lots of really fun stuff, especially from a product point of view", said Goldsmith "We are incredibly proud of our heritage and we've always been about the award-winning service, authentic taste and the passion. None of that is going to change."

The Sir Fruit team searches the country for the finest farms, then they pulp the produce, packing in as much of the natural goodness as possible. That's the reason their bottles are transparent; to showcase the whole juiced fruit. Due to the nature of Sir Fruit products, they have to be kept chilled at all times. Real fruit is a lot like fresh milk - that's why you'll only find it in the fridge and never left sitting on the shelf.

The new name already appears in stores, and, gradually Sir Fruit plans to phase out the use of Sir Juice completely.

For any questions or concerns about the change, email az.oc.tiurfris@gennaor.