Sales of frozen vegetable smoothie mixes soar at Waitrose

Sales of frozen vegetable smoothie mixes are up 112% at Waitrose, as health conscious shoppers opt for home-made smoothies with added vegetables.

The grocery chain has introduced Waitrose Love Life Frozen Fruit and Vegetable Smoothie mixes to complement its comprehensive range of fruit frozen smoothie mixes.

Waitrose is the first supermarket to sell an own-label frozen smoothie mix with vegetables – and claims to now sell more frozen chopped fruit than frozen pizza.

The Sunrise Smoothie, which consists of carrot, mango, kiwi and butternut squash, is the fastest growing flavour, with sales up 145%. The Radiant Ruby Smoothie mix (beetroot, blueberries, mango and carrot) has seen sales rise by 109% and the Gorgeous Green Smoothie (spinach, kale, mango and kiwi) by 107%.

Waitrose frozen foods buyer Sarah Mayall said: “Nutribullets have made it easy to get lots of nutrients in one go – and with the addition of our frozen smoothie mixes, we’ve made the process even more convenient. The clever mix of fruit and veg ensures a balance of taste and nutrition that can be prepared quickly and conveniently – even hard-to-peel butternut squash is perfectly diced ready to go.”

A recent Waitrose survey of 2,000 UK adults, conducted by One Poll, revealed that one in four people plan to be healthier in the New Year by eating more fruit and veg (60%), closely followed by exercising more (59%), cutting out junk food (53%) and cutting sugar (41%).

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