A sustainable and ethical juice brand has secured a major contract to supply Morrisons nationwide.
Morrisons will launch three flavours of glass packaged cold-pressed juices from the Cardiff-based company Flawsome!
The supermarket will stock apple and strawberry, sweet and sour apple, and orange into 460 stores from May 1.
Flawsome! holds a stringent sustainable sourcing policy where they do not ask farmers to grow fruits for their drinks. Instead, they source fruit and veg from surplus stock, which means that no extra natural resources are required to make its juice.
This means the range is crafted uniquely and the taste of juices changes throughout the season, this is one of the reasons Flawsome! do not need to add sugar or sweeteners.
In keeping with their policy to be an environmentally friendly company, all their juices are packaged in fully recyclable glass bottles.
“We can’t be more than excited to see our apple and strawberry flavour landing on Morrisons shelves. This burst of fruity, sweet and juicy flavour reminds me of my childhood, exactly as my grandmother used to make for me when I was a kid.” said Maciek Kacprzyk , co-founder of Flawsome!
It was in May 2017 when Karina Sudenyte and her husband and business partner, Maciek started off their journey inspired by their Grandmother’s tasty recipes which saved imperfect fruit and transformed them into perfectly crafted cold-pressed drinks.
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Morrisons was one of the first 海角视频supermarkets to launch wonky range back in 2015 that helped farmers to sell perfectly good fruit and veg that are misshapen, blemished, too small or big.
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“We can’t be more than excited to be able to work with a retailer that shares the same vision. “ said Karina.
“Consumers are willing to buy produce that looks imperfect, as long as it is safe to be consumed. We believe that customers have the power to influence quality standards and should do so. “
To date Flawsome! says it has saved more than two million of wonky and surplus fruit and over the next five years the brand is on target to save 20,000 tonnes of wonky and surplus produce.
“Partnering with Morrisons our joint vision will bring us one step closer to achieve our target and will help us to inspire the world to reimagine their perceptions of waste by making people feel brilliant about saving needless waste” said Karina.