Executive summary
In a world where sustainable food and drink are high on consumers' agendas, where Unilever estimates 33% of consumers prefer sustainable brands and in a juice market worth £2.1bn' overall, with the 'wonky' segment estimated to grow at between 2.5% and 4.9%, 'Get Wonky', a brand that saves imperfect fruit and veg destined for the trash and transforms it into delicious cold-pressed juice, should have been a run-away success. But it wasn't.
