SIR JUICE, the successful hospitality and retail juice brand, is changing its name to SIR FRUIT.
According to Sir Fruit's marketing manager, Roanne Goldsmith: "Fruit is at the heart and soul of what we do. So the shift from 'JUICE' to 'FRUIT' makes perfect sense as the brand's focus has always been on getting the best out of the fruit for our products. We've not changed a thing. We still use our unique pulp-based process which means we start with whole blended fruit or fruit pulp, and then add filtered water so that it's not too thick to drink."
"I'm excited about the change. It gives us great scope to do lots of really fun stuff, especially from a product point of view", says Roanne. "We are incredibly proud of our heritage and we've always been about the award winning service, authentic taste and the passion. None of that is going to change."
The new name already appears in stores, and, gradually Sir Fruit plans to completely phase out the use of Sir Juice everywhere else.