Krushing the market with new ideas

Polar Krush chairman Paul Goldfinch.
Polar Krush chairman Paul Goldfinch.

Drinks are flowing at an Ashington firm after its busiest and most exciting year to date.

Polar Krush is planning a bright future after significant investment and innovation over the last 12 months.

It is the first in its market to supply more environmentally-friendly, bag-in-box packaging as part of its pledge to remove all single use plastics from the business.

And the iced drink giant, which recently acquired major competitor Slushee UK, boasts the new packaging is easier for customers to use, with a simple push tap to release the concentrate for mixing.

In addition, it has also ramped up its export activity across Europe and beyond.

Paul Goldfinch, managing director of Polar Krush, said: “The huge investment seemed like a bold step, but thanks to this we now have machinery that fills, boxes, packs and palletises without any need for human involvement.

“We have worked closely with the suppliers of the various parts of the production line to create a process that is totally unique to us and will set us up perfectly to continue the growth from the last few years.

“Our team is more fulfilled as staff are now learning new skills and seeing the rewards in terms of sales.”

The investment in plant has been mirrored by continuous improvements in the product, which is now free from sugar and artificial sweeteners, and uses natural colourings and flavours.

The pledge to make a real difference to the environment extends to cups too, as Polar Krush actively encourages its customers to offer refillable cups, as well as introducing cups, lids and straws made from PLA, a clear material made from vegetable starch.

Paul added: “We have been a leading iced drinks brand for 20 years and we now have the capacity, standards and infrastructure to continue to expand, both at home and internationally.

“I am incredibly proud that the team is realising vision and we are already working on bigger and better ways to change the face of the soft drinks industry.”