Beverage Industry

Old Orchard brings Tart Cherry to market

June 14, 2011
Very Cherre inbody image

Old Orchard Brands, Sparta, Mich., announced a new line of premium juice made from pure tart cherry juice called Very Cherre.

The 100 percent juice comes in multi-serve 64-ounce bottles and is available at select grocery and supermarket stores this month with national distribution expected mid-summer. Suggested retail price is $4.99 a bottle.

The Very Cherre product line is made up of four juices — pure 100 percent Tart Cherry and three tart cherry blends, including Tart Cherry/Blueberry, Tart Cherry/Cranberry and Tart Cherry/Pomegranate. All Very Cherre juices are made from 100 percent juice and contain no artificial colors, flavors and preservatives, the company says. The products are gluten free and feature no added sugars, it adds.

"Tart cherry juice has traditionally been found at holistic food stores and seasonal fruit markets," said Mark Saur, president and founder of Old Orchard Brands, in a statement. "Even if consumers found it, they'd be forced to mix expensive concentrates at home with varied results. We're celebrating the original 'superfruit' by introducing a pure tart cherry juice that is affordable, convenient and widely accessible to consumers. It also happens to have an incredible taste that any juice fan will love."

A single 8-ounce serving of Very Cherre and Tart Cherry contains between 3,000 – 5,000 Oxygen Radical Absorbance Capacity units, Old Orchard Brands says.