Wednesday, 12 November 2014
Daily Drinks Co. to Champion the Natural Goodness of Juice
Lion Dairy & Drinks (LDD) has announced the launch of its dedicated juice and non-alcohol ready to drink business – The Daily Drinks Co.
The creation of The Daily Drinks Co. is a key milestone in LDD’s turnaround strategy. Putting in place a dedicated structure around the juice and non-alcohol ready to drink (NARTD) business will ensure it receives the focus and support required to grow, and reach its full potential.
Managing Director of the Daily Drinks Co., Charmaine England, said: “We are fully focused on delivering on our turnaround commitments, and driving sustainable value back into our juice and NARTD business.
“We’re doing this by moving from a one-size-fits-all approach to investing behind our blockbuster brands, and in the channels and categories that are growing and offering most value and opportunity.
“As Australia’s largest dedicated juice business, with the country’s biggest and best loved brands, the Daily Drinks Co. will also take a leadership position in championing the inherent natural goodness of juice.
“We know that only 1% of teenagers get their recommended daily intake of fruit without drinking juice, and it’s our mission to ensure that all families are confident in serving a glass of 100% juice every day as a nutritious alternative to soft-drinks and other calorie-dense, nutrition-poor snacks.
“More than 200 Daily Drinks Co. growers across Australia handpick around 6 million oranges, 2.5 million apples and 200,000 pears on average every week to make the country’s best-tasting juices. We look forward to telling consumers more about our points of difference – for example, the fact that at our sites we individually cut and squeeze rather than crush our oranges. This process is gentler to the fruit, retains maximum nutrients and delivers superior flavour.
“The Daily Drinks Co. is also proud to be part of Lion’s Goodness Project, and in fact, juice will be among the first Lion products to be packaged with front of pack health star ratings and energy information.
“We believe that the economic, social and nutritional benefits of the fruit growing, juice manufacturing and distribution industries in Australia is often underestimated. This great industry creates thousands of jobs, particularly in regional and outer metropolitan areas, and delivers high quality, daily nutrition to many Australians who would otherwise be missing out.
“We look forward to working closely with all our stakeholders as we champion the natural goodness of juice everyday,” Ms England concluded.
For further media information or interviews with Charmaine England, please contact:
Lion Dairy & Drinks External Relations Manager
0429 152 731 – Sean.Sampson@lionco.com