BY EU STUDIO

Updated Thursday, March 24, 2022- 17:39

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And it was a vision that brought Bifrutas to Spain.

Specifically, the one that Tomás Pascual had at the Anuga fair (Germany) when he was given a drink that mixed juice and milk to try.

"Putting out a milk and fruit reference was mixing the best of two worlds, two nutritious and healthy things together," recalls Juan Luis González Maroto, director of the Bifrutas Business.

We are talking about 1997, a time when mothers and grandmothers always used the phrase "after milk, don't drink anything", referring to the possibility of indigestion, and even more so taking into account the presumed acidity of the juice.

However, as González Maroto explains, these initial reluctance were overcome thanks to the taste.

"At first it was difficult for the consumer, but the taste was key, they liked it a lot and, whoever gives first, gives twice," the Business Director also highlights about being pioneers in the market.

Since then, the path of Bifrutas has been a path of success, with dizzying numbers.

We are talking about Pascual's drink having a 40% market share in its category and already reaching more than two million homes with a turnover of 50 million euros.

But, on this 25th anniversary, the brand wants to go further.

"We want to turn to the category of healthy drinks whose market is 1,500 million euros a year," says Juan Luis González.

How do they intend to do it?

With innovation, naturalness and sustainability.

These are the pillars on which a drink now gravitates that, despite the fact that its target audience is said to be children due to its properties and characteristics such as its 'on the go' format, its consumption is completely transversal, with the age range of between 18-25 years.

"In 2021, consumption grew among the 50-56 population, but also among the elderly. They buy it for their grandchildren, they try it, they like it and they become consumers," reveals the Business Director.

Innovation, naturalness and sustainability

Bifrutas always seeks to 'Give the best', both for the purpose of the company and to improve society as a whole.

One of the ways to do it is to protect the environment, to be more sustainable.

And the way to deal with it is through innovation, something intrinsic to Pascual.

In fact, Bifrutas has incorporated the Tetra Brik Bio-Based containers, a much more sustainable brik with more than 75% of materials from renewable sources and with a vegetable stopper, being the first and only brand in the category to have this type of packaging, one of the most sustainable on the market.

In its 'on the go' format, the company has replaced plastic straws with cardboard ones.

It is about avoiding the introduction of more than 95 million straws or, what is the same, 42 tons of single-use plastic.

But it is not the only measure that has been taken to reduce the use of plastic since the groupers that cover the briks already have 50% recycled plastic, which means using around 29,300 kg less of virgin plastic, reusing resources that they already exist.

more natural than ever

Sustainability and innovation have also been transferred to the content, not only to the packaging, especially given the evolution of food trends.

"In 1997 it was clearer that it was considered a healthy product. Today there is a lot of controversy with the milk issue and also with the juice because of the fructose, that is why we have been adapting the formula to the 21st century, skimmed milk, without added sugars. Now we have a Bifrutas 2.0 that coexists with the original recipe", reveals Juan Luis González.

It was last year when the company launched a new range with ingredients 100% of natural origin and vitamin C. The new Bifrutas keep the product free of preservatives, colorants and sweeteners;

increasing its proportions of milk and juice and reducing added sugars by up to 40%.

After 25 years, Bifrutas is clear about its formula to continue leading its sector.

"There are several factors: being the first is one, constantly innovating, but also reinvesting to be connected with the consumer and it is the brand that has the most fans," says the Business Director.

Innovation, sustainability and connection, three pillars for Bifrutas to continue on the shelves and backpacks of 2 million consumers in Spain.

Made by UE Studio

This text has been developed by UE Studio, creative firm of branded content and content marketing of Editorial Unit, for PASCUAL.

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