by Julia Watts
Updated: Jun 5, 2017 Published: Jun 5, 2017
Smoothies are a huge sector of the health food market but it’s no secret that many brands are not as healthy as they claim to be.
In fact, many smoothie brands pack their drinks with sugar and treat them with nutrient-damaging heat pasteurisation.
Having grown up in a health-conscious family, Guka Tavberidze became distrustful of the existing smoothie products available in shops. Inspired by his mother’s homemade smoothies, which would be cleverly crammed with greens hidden beneath flavours of fruit, in 2011 Tavberidze decided that he would bring a better option to market.
Following an investment from his uncle, Tavberidze set about building Savsé; an all-natural drinks brand containing minimal sugar and treated with high pressure processing (HPP) which doesn’t diminish nutritional content.
Within two years of launch, Savsé had secured listings with Selfridges, Harrods, Harvey Nichols, Planet Organic, and Whole Foods; testament to the widespread appeal of low-sugar smoothies.
Today, Savsé has generated £13m in value sales and added ASDA, Sainsbury’s, Waitrose and Boots to its roster of stockists. It has also become an award-winning brand with accolades at The Grocer New Product Awards in 2013, 2014 and 2015, a FreeFrom award, numerous Great Taste Gold Stars, and recognition as one of DEFRA’s 50 Food Stars in the UK.
So what has Tavberidze learnt from Savsé’s rapid success, and what advice does he have to offer to budding entrepreneurs? Find out in this quickfire 60-second interview…
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