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Citrus Hits: Made and sold in Sheffield

New Made in Sheffield member Citrus Hits is a small company with a Big Idea. Co-founder and owner Peter Moulam started the business in 2006 when he spotted a gap in the market for a healthy, natural drink that would offer a home-grown alternative to highly successful brands such as Innocent. Citrus Hits are now produced and bottled in Sheffield (supplied in recycled J2O bottles) and some 250 drinks are sold every week at venues including parent company PJ Taste outlets, the Devonshire Cat and the Advanced Technology Centre. Peter explains:

“We see ourselves as supplying the small premium-end market. Our customers are people who are interested in where their food comes from and don’t mind paying a little extra for local provenance and quality ingredients. That’s why belonging to Made in Sheffield sits so well with our brand identity.”

Citrus Hits were first sold at local shows and farmers’ markets. The team would make the drinks to order using freshly squeezed juices and adding the herbal infusions. Peter adds:

“Customers loved the theatre of it. But it wasn’t long before they were asking if they could take bottles away to consume at home – which is when we started producing on a larger scale.”

Citrus Hits - whose flavours include Real Lemonade with a Hint of Yorkshire Mint, Pennine Lavender with Lemon and Spiced Sheffield Apples - are not pasteurised which means that they have a relatively short shelf-life of 7-10 days. Peter believes this allows their natural flavours to shine through. But shelf-life is also an important factor in the local focus of the brand’s identity and marketing:

“When you’re making a specialised, natural product, a large city like Sheffield provides a big enough market. We’re keen to expand our customer base by supplying premium venues such as theatres and cafe bars – but there are more than enough commercial opportunities right here on our doorstep.”

As for the Big Idea, Peter’s aim would be for the delivery of Citrus Hits to local food service outlets to be combined with existing daily milk or fresh fruit/vegetable arrivals. He knows this means persuading people to extend their thinking about local sourcing:

“This is all part of our product’s Made in Sheffield identity – encouraging people to reflect about what local provenance really means in terms of their purchasing habits. We’re proud to be continuing Sheffield’s tradition of excellence in manufacturing and it’s exciting to be linking it with current thinking about food miles and local supply."