In 2018, the Johannesburg market for healthy, preservative-free juice was almost nonexistent — particularly in communities outside the metropolitan core. Commercial juices were loaded with refined sugars. Fresh alternatives were either unavailable or inaccessible to people with disposable income who genuinely wanted healthier options.
"The fruit and vegetable juice category had not yet entered mainstream consciousness in South Africa. We were early — and in a market with real demand and real spending power."
The opportunity
No preservatives
No refined sugars
Fresh daily
Underserved market
Outside metro areas
01
The User
Health-conscious consumers outside Johannesburg's metropolitan core. People with disposable income who wanted better options but had no access to them at their local markets.
02
The Gap
No affordable, fresh, preservative-free juice was available at weekend markets in these communities. The category simply didn't exist at the accessible price point we could offer.
03
The Timing
2018 was just before fruit and vegetable juice mixes became mainstream in South Africa. We entered an uncontested space before the competition arrived.
