All apples are not the same: when it comes to juice, people want a range of options

People who like wine usually develop a preference for a particular grape variety. A similar thing could soon happen with juice drinkers: ‘variety’ is the current catchword for fruit juice specialists such as Amecke GmbH & Co. KG and the Maspex Group with their brand Tymbark. Because all apples are not the same. Both companies are introducing juices made from specific varieties, to cater to the tastes of discerning consumers and encourage them to drink juice.

In Europe, the market for juice and juice drinks is largely saturated. And it is a highly competitive market: beverage manufacturers try to differentiate themselves from the competition with new products, to secure market shares.