The Wholesale Group has launched CORE Juices, the first range under its new CORE own-label brand, as part of its ongoing strategy to enhance own-brand capability and support member competitiveness across retail and foodservice channels.
Developed to deliver consistent quality, operational simplicity and commercial relevance, CORE Juices launches with three essential SKUs – Orange, Apple and Cranberry – selected to meet the core, everyday requirements of both retail and catering customers served by The Wholesale Group’s independent wholesale members.
The introduction of CORE Juices signals the start of a broader CORE own-brand rollout, reinforcing The Wholesale Group’s commitment to investing in practical, commercially focused ranges that strengthen member propositions and support sustainable growth.
Richard Ellison, Own Brand Manager, The Wholesale Group, tells Wholesale Manager how the juice market is performing and about his plans for the CORE brand.
Tell us about the launch of CORE Juices. What products are in the range?
CORE Juices is the first range to launch under our new CORE own-label brand and has been developed to meet the core, everyday needs of independent retail and foodservice customers.
The launch range consists of three essential SKUs: Orange, Apple and Cranberry. These flavours were deliberately selected because they perform consistently across multiple channels, from convenience retail and forecourts to pubs, cafés and catering operations.
This is the first range under the CORE brand. Why did you decide to start with juices?
Juice is a true staple category across both retail and foodservice, making it the ideal place to introduce CORE. It is used daily, purchased regularly and expected to deliver consistency rather than complexity. Starting with juice allowed us to establish what CORE stands for from day one: dependable quality, simplicity, and products that are easy for members to stock and easy for customers to use.
How is the juice market performing?
The juice category continues to be driven by everyday consumption rather than impulse. Demand remains strong for familiar flavours that work across multiple occasions, particularly products that offer versatility for both retail and hospitality use.
For wholesalers, ambient juice formats remain especially important, supporting efficient warehousing, improved availability and reduced operational complexity.
What are the pack sizes?
All CORE Juices are supplied in 1-litre slimline Tetra cartons.
The format has been chosen to work equally well on retail shelves, in chillers, and behind the bar, while also supporting efficient storage and handling for wholesale members.
What are the health credentials of the new juices?
CORE Orange and CORE Apple are made from 100% juice from concentrate with no additives and deliver familiar, trusted flavour profiles aligned with everyday demand.
CORE Cranberry has been developed as a cranberry juice drink, offering a bold, sharp flavour that works particularly well as a mixer in foodservice and hospitality settings.
Is the packaging recyclable?
Yes. All three SKUs are packed in recyclable Tetra cartons, supporting responsible packaging choices while retaining the benefits of ambient storage and extended shelf life.
For the retail sector, will the packs be price marked?
The range has been developed to give flexibility to independent retailers. Price marking can be applied at member level where appropriate, allowing wholesalers and retailers to tailor pricing strategies to their specific customer base and trading environment.
How will you be communicating about the launch?
The launch is being supported through a combination of trade PR, member communications and targeted marketing activity across retail and foodservice channels.
CORE Juices will also be supported by dedicated brand assets and a microsite designed to provide product information, usage inspiration and guidance for both retail and hospitality customers.
What are your plans for the CORE brand? Will there be further launches?
CORE Juices is the first step in a broader CORE own-brand rollout. The brand has been built as a long-term platform, with future ranges planned that follow the same principles: simplicity, relevance and commercial value for members. We will be expanding CORE carefully and deliberately, focusing on categories where we can genuinely add value and strengthen member propositions across both retail and foodservice.
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