"I believe we cannot still offer clients the usual pasteurized fruit juices full of sugar and additives in 2019! We knew non-pasteurized juice of a green color would not be appreciated by all, I think you either love it or hate it. However, it was developed for consumers who like the flavor of vegetables and prefer savory products," explains Edoardo Varetto, the mind behind Suqqo.
Suqqo is a company specializing in the production of fruit and vegetable juices obtained via High Pressure Processing. This way, the shelf-life reaches 50 days without the need for pasteurization.
"Classic pasteurized juices are no longer an option, as subjecting freshly-squeezed juice to high temperatures to make it last longer destroys the flavor as well as the nutrients, transforming something that is alive in simple water and sugar."
The juices (available in 300 ml bottles and 50 ml shots) combine fruit and vegetables. Four options are available: Suqqo Spa made up mainly of green vegetables (spinach, lettuce, cucumber, celery, mint, lemon); Lunch with apple, plum, blueberry and ginger; Wake up, an energy drink with an exotic aftertaste with pineapple, pear, fuji apples and ginger; and Time Out with apple, strawberry, orange and jasmine green tea.
The brand's key product is Wake Up while, when it comes to the Kuna juice range, pineapple followed by pomegranate and raspberry are the most popular.
"We do not believe in organic productions, but we do believe in the short chain and relative circular economy. What I mean is, rather than taking one organic apple from Trentino, we prefer processing an apple cultivated naturally in Saluzzo, as it is a few km from our production facility. We often purchase all the product a producer has available, this way also providing economic security as we don't just pay him peanuts. On the other hand, we are sure we are using high-quality ingredients for our juices."
"We have only tested the Italian market so far, but we are interested in exports and in hybrid channels such as H&R and retail. The market benchmark is northern Europe and the US, where cold-pressed juices generate a turnover of many dollars a year. B2B is our core business, but we are also about to land on B2C."
The brand is focusing on disrupting the common thought of a market segment that is truly backwards in terms of innovation.