Flawsome!, the B Corp certified drinks brand on a mission to make wonky and surplus fruit matter, has secured its first listing with Ocado.com, the world’s largest dedicated online supermarket, with its 1L cold-pressed juices and 200ml kids’ cartons available to shoppers from 4 November.
The listing marks the brand’s debut with the online retailer and includes its 1L Sweet & Sour Apple (RRP £4.20) and 1L Orange cold-pressed juices (RRP £4), alongside its Apple Blackcurrant and Sweet & Sour Apple Wonky Fruit Water kids’ cartons (3-pack RRP £2.99).
The Ocado Retail launch marks the next stage of growth for Flawsome!, which has become Bidfood’s largest independent juice supplier and recently secured a five-year partnership with Great Western Railway. Now, the brand is setting its sights firmly on grocery, with ambitions to become a leading player in ambient juice.
At the heart of Flawsome!’s proposition is a different approach to sourcing. The brand never asks farmers to grow fruit specifically for it. Instead, it buys wonky and surplus fruit growers have already produced, giving farmers another route to market without requiring additional crops to be grown.
Flawsome! takes a simple approach to what goes into its drinks, focusing on real fruit and straightforward ingredients. Its kids’ Wonky Fruit Water contains no added sugar, sweeteners or artificial flavourings, while its cold-pressed Sweet & Sour Apple 1L recently earned another Great Taste Award, bringing the brand’s total to 13.
The range is made from wonky and surplus fruit bought directly from growers, produce that can struggle to find a market because of how it looks or because there is simply too much of it. Each 1L carton of Sweet & Sour Apple uses 12 apples and each 1L Orange uses 12 oranges. In the kids’ range, each 200ml carton of Sweet & Sour Apple Wonky Fruit Water uses two apples, and each Apple Blackcurrant carton uses one and a half apples and 25 blackcurrants.
The kids’ cartons give the listing a second format and take Flawsome! into the children’s drinks aisle. Each 200ml carton is made with cold-pressed wonky fruit and still water, and is fortified with vitamins C and D.
The 1L format is the newest addition to the Flawsome! range, designed for at-home and family consumption, and the Ocado.com listing is the first major grocery placement for the 1L range.
Karina Sudenytė, Co-Founder of Flawsome!, said: “Ocado is a huge step for us because it takes Flawsome! and wonky fruit firmly into the weekly shop. We’ve grown to become Bidfood’s largest independent juice supplier, and now we want to bring that same momentum into grocery.
“Consumers are looking more closely at what’s actually inside their drinks. For us, the answer has always been simple: great-tasting fruit, cold pressed, without demanding perfection from nature.
“We started Flawsome! with £800 and fruit that was being overlooked. Now we’re launching with Ocado Retail, working with some of the biggest names in foodservice and travel, and our ambition is bigger than ever. We want to make wonky the obvious choice in juice and ultimately become the number one ambient juice brand.”
Anna Elia, Senior Soft Drinks Buyer at Ocado Retail, said: “We’re always looking for products that bring something genuinely different to the category, and Flawsome! combines great tasting drinks with a clear and compelling sustainability story. Its use of wonky and surplus fruit gives the range a strong point of difference, while the 1L juices and kids’ cartons offer formats that work well for everyday family occasions. We’re pleased to welcome Flawsome! to Ocado and look forward to seeing how our customers respond.”
The Ocado.com launch will see Flawsome!’s 1L juices target everyday household occasions, while its 200ml Wonky Fruit Water range brings the brand into family and lunchbox missions.
The range is available at Ocado.com from 4 November, RRPs from £2.99.
