Apparently, they just started selling POM in the UK this month!:
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Budgens claims a first with POM
Budgens is claiming to be first to market in the UK with US health sensation POM Wonderful.
The convenience store retailer said it had pipped both the multiples and the health store sector to the post in launching the 100 per cent pomegranate juice.
Budgens will be listing the juice in 24 of its London stores from April 6 and supporting the launch with instore sampling, posters and shelf barkers, all promoting the products health benefits.
The juice is widely believed to be a super antioxidant, with significantly higher levels than red wine, blueberry juice, green tea and cranberry juice.
Steve Carter, head of fresh buying at Budgens, said: “After only two years, POM Wonderful is leading the super premium juice category in the US, and we are confident of an equally strong performance here.”
The retailer will be launching the drink at a special price of £2.99 a bottle, for two weeks before moving to £3.29.
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Pomegranate juice launch hails new trend
American juice producer POM Wonderful is poised to launch a pomegranate juice drink in British supermarkets next month.
The move will help raise the profile of pomegranate juice which is already billed as "the new cranberry" and set to become the last word in supermarket chic.
But the launch spells competition for Pomegreat brand, produced by smaller concern RJA Food, which currently holds a virtual monopoly on the UK market.
Pomegreat shifts more than 180,000 litres of juice each month, through contracts with Waitrose, Sainsbury's, Morrisons, Boots and health food chain Holland & Barrett.
It was short-listed in the World Juice Innovation Awards last October, according to a Daily Telegraph report.
But RJA's founder, Adam Pritchard, believes his smaller-scale juice business will hold out against competition. Although it will not be able to offer POM Wonderful's discounts or the clout, he believes the quality of his brand will secure a significant market share.
10/03/2005 10:41
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So what's Pomegreat? I've never seen it in any of those stores ... but maybe I haven't been looking. Has anyone else tried it?