Why We Make Juice
Company | Fruit
Golden Bay Fruit has launched a fresh take on an old idea—and it’s making waves for all the right reasons.
At a time when supermarket juices are shrinking in size, full of concentrates, and packed in throwaway plastic, the Nelson-based grower is flipping the script. Their 100% natural, cold-pressed juice—made from locally grown apples and pears—is now available in New World South Island stores and several Nelson independents like Connings. And it’s not in a bottle.
It’s in a box.
“It’s a bit of a ‘back to the future’ moment,” says Eleni Hogg, Marketing Director at Golden Bay Fruit, who led the project. “This format is actually excellent from a food safety, storability and carbon impact perspective. It’s also very user-friendly. It just got a bad rap from its associations with binge drinking and cheap wine. But now, with more understanding of the environmental benefits and premium wine brands reframing it—like Juliet out of California or Fugitive Wines in Aotearoa—we’re starting to see a renaissance. People are ready to revisit their bag-in-box preconceptions and realise boxed products can be premium, eco – and even cool.”
The bag-in-box format, or “cask,” was originally patented in the 1950s and gained popularity for juice and wine thanks to its long shelf life, affordability, and storage ease. But in recent decades, it fell out of fashion—associated more with bargain bins than quality.
That’s quickly changing. As Vogue noted in a recent feature on boxed wine, “it’s high time for boxed wine to be seen as an upscale choice.” Premium, purpose-driven wine and cocktail brands are embracing the format for its sustainability credentials, and the benefits are compelling;
>> Producing a boxed wine or juice emits around half the carbon emissions of a glass bottle
>> Cardboard is lighter and more efficient to stack and transport, further reducing emissions
>> The outer carton is easily recyclable, while glass often isn’t recycled properly in practice
Golden Bay Fruit’s juice reflects that thinking—with a distinctly Kiwi twist.
The juice is made just down the road from their orchards in the Tasman region, using “imperfect” fruit that would otherwise go uneaten. “One in every five apples grown in Aotearoa is wasted,” says Eleni. “Turning them into juice is a way of respecting what we grow—and making something delicious in the process.”
Their current range includes:
- Pure Apple – tangy, crisp, and refreshing
- Pear & Apple – mellow and smooth, not too sweet
The juice is gently pasteurised and contains no preservatives, concentrates, or added sugar—just fruit and a dash of natural antioxidant (ascorbic acid) to stop the juice browning too quickly.
A Better Option for Busy Households
Each cask contains 3 litres—making it ideal for families who want real nutrition and real value, without the additives or waste.
In the juice aisle, the choice is often between a bottle that spoils within a few days of opening, or one that’s packed with preservatives. The bag-in-box format solves that trade-off. Its triple-valve tap prevents oxygen from entering, so juice stays fresh for weeks once opened—naturally.
It’s also easier to carry, fits on the fridge shelf, and is more efficient to store at home or in food service settings. The juice has also received industry recognition, recently named a finalist in the 2024 Beverage category at the New Zealand Food Awards.
“We’ve deliberately positioned this in the bulk juice category,” Eleni explains. “It’s not about competing with or undercutting boutique super premium brands. It’s about offering better quality affordable nutrition for families—something real.”
The juice is available now in most retailers in Nelson Tasman and New World stores across the South Island, with national rollout potential on the horizon.