# Youthful Prune Juices James White's Prune Juice Appeals to a Younger Generation By Laura McQuarrie | Published 2020-03-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/prune-juice References: [fabnews.live](https://fabnews.live/james-white-adds-rich-and-fruity-prune-juice-to-its-classics-range/) & [jameswhite](https://www.jameswhite.co.uk/) The newest addition to [James](https://www.trendhunter.com/trends/organic-juice) White's range of Classic juices is prune juice, which will help to introduce the fiber-rich drink to a younger demographic. While many consumers are already supporting themselves with [functional beverages that have digestive benefits](https://www.trendhunter.com/trends/multifunctional-juices), prune juice is known for being a favorite remedy for older adults. The product is made with Ente plums that are grown in Chile, dried and then rehydrated with water to create a juice. While the prune juice can be consumed on its own, it can also be used as the base for a variety of cocktails and non-alcoholic beverage blends. The all-new prune juice joins other products in James White's Classic range like [carrot juice and apple juice](https://www.trendhunter.com/trends/daily-dose-juices). Image Credit: James White ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 4% | Activity: 17% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Functional Beverage:** Creating functional prune juice beverages with added health benefits. - **Youthful Demographic:** Developing marketing strategies to appeal to a younger generation for prune juice consumption. - **Diversifying Product Range:** Exploring new flavors and beverage blends using prune juice as a base ingredient. ### Industries Being Reshaped - **Beverage:** Opportunity for beverage companies to tap into the growing functional beverage market by offering prune juice products. - **Marketing:** Potential for marketing agencies to help brands target and connect with a younger demographic interested in healthier drink options. - **Food and Hospitality:** Restaurants and bars can innovate by incorporating prune juice into cocktails and non-alcoholic beverage recipes. ## Related on Trend Hunter - [Free-From Boxed Juice Drinks](https://www.trendhunter.com/trends/organic-juice.md) - [Tangy Prune Lemonades](https://www.trendhunter.com/trends/prune-with-lemonade.md) - [Artisan-Quality Vegetable Juices](https://www.trendhunter.com/trends/veg-it-juice.md) - [Botanical Extract Juice Products](https://www.trendhunter.com/trends/princes-botanicals.md) - [Gut-Friendly Probiotic Snacks](https://www.trendhunter.com/trends/sunsweet.md) - [Berry-Flavored Probiotic Prunes](https://www.trendhunter.com/trends/probiotic-prunes.md) - [Joyful Premium Juices](https://www.trendhunter.com/trends/revl-fruits.md) - [Dry January Juice Ranges](https://www.trendhunter.com/trends/biddenden-juice.md) - [Oat-Infused Fruit Juices](https://www.trendhunter.com/trends/youce-by-vaihinge.md)