On the 5th of July, the company Naturalicious from Amsterdam presented cold pressed juices, which are produced using HPP technology (High Pressure Pasteurization) to preserve the nutrients of the natural and raw fruits and vegetables and to increase its shelf life up to 40 days. The launch is the result of 2 years of extensive research, development, and an investment of about 10 million Euro. Naturalicious works together with various European producers, has production facilities for pressing juice in Spain and the Netherlands, and has its own store in the United Kingdom and the Netherlands. In addition, the company is launching a fast growing online subscription service for the cooled delivery of juices.
After the founders of Naturalicious tasted cold pressed juices in juice bars all over the world for the first time, they developed a shared vision of the future of food. The founders decided to build an enterprise that would apply innovation and technology to the swiftly growing health and wellbeing market by supplying cold pressed juice products with the best flavour, nutritious value, and the best price. Co-founder Michel van den Bergh: "Suddenly we had an idea. We realized that the original nutritive value of natural and raw fruit and vegetables was absolutely perfect and we could not improve it any further." Tabe Ydo, business partner and member of the executive board together with Michel: "It is our mission to make nature's superpowers available to everyone."
Cooled delivery
The online subscription service uses a delivery service for the delivery of cooled fresh juices. "Our delivery service is literally 'cool'," says Ydo. "We are the first customer of Post NL that uses a cooled delivery service. Our customers go to our website, order, and within a few hours, we deliver the cooled juices at home. It is the first service of its kind in Europe and our customers love it."
Upscaling
The company was launched with a focus on growth. "We are a multi-channel company," says Van den Bergh. "We are busy setting up shop-in-shops, traditional shops, drinks distribution and catering, and of course online channels. This is the thing that makes our business unique. An investment in the complete supply chain would upscale our business in such a way that we connect to the demands of large store chains and to the personal needs of online individual customers. Our products are not only cold pressed to increase their nutritional value, they are developed with technology, including High Pressure Processing (HPP). HPP is a preservative method under high pressure. After the juicing and bottling of the fresh juices, they are put under high pressure (up to 6000 bar). Many common, decay causing microorganisms are inactivated by the high pressure. All healthy nutrients as well as vitamins and minerals are preserved and the shelf life of fresh fruit and vegetable juices is guaranteed up to 40 days. This way we can supply fresh juices at places where we couldn't do so before."
"We understand that the market for health and wellbeing is huge, but it has its own unique challenges. Most retailers of cold pressed juices are small, regional family businesses. They are limited in what they can supply with regard to quality, quantity, and value. We have created an enterprise that applies technology in a complete value chain, from soil to front door, to supply in a consistent and reliable way excellent products for reasonable prices." The company has found some good partners and stockholders as part of the process. The worldwide drinks and food wholesale AMC is not only a large stockholder, but also an important strategic partner. It has more than 80 years of experience in the sector and the participation of AMC gives a lot of knowledge and experience to Naturalicious."