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Rebel Kitchen has launched what it claims to be the world’s first health shots featuring the camu camu berry, a fruit native to the Amazon rainforest known for its exceptionally high vitamin C content.

This product introduction marks a significant development in the health shot segment, which has seen increasing consumer interest in functional beverages.

Available in two formats – 60ml health shots and 420ml dosing bottles – the camu shots will come in two variants: one focusing on immunity and another combining immunity support with natural energy derived from vitamin B.

Each shot reportedly contains a minimum of 351mg of vitamin C, positioning it as a potent alternative to existing immunity shots in the UK market.

Rebel Kitchen's founder, Ben Arbib, discovered the Camu berry during a visit to the Ucayali region of Peru. He noted the fruit's impressive nutrient profile and decided to bring it to the UK market in a convenient, drinkable form.

The shots are made from freshly frozen berries to preserve their nutritional integrity, blended with other natural fruits to create a palatable health supplement.

The camu camu berry is touted for having 30 times more vitamin C than an orange, a factor that could appeal to health-conscious consumers looking for effective ways to bolster their immune systems.

Lawrence Mass, a functional medicine practitioner, said: “The camu camu berry is a rainforest fruit that is a powerhouse of Vitamin C and packs in more Vitamin C than any other fruit on the planet".

He continued: "Vitamin C plays a vital role in our daily health as it boosts our immune system and is essential for methylation and mitochondrial function, fending off viruses and infection and supporting collagen production to keep our skin vibrant".

Currently, camu camu is primarily available in powdered form through health food stores and online retailers, making Rebel Kitchen's introduction of a ready-to-drink format a notable innovation in the nutraceutical space.

The Immunity variant comprises 37% camu, delivering 567% of the nutrient reference value for vitamin C per dose, while the Immunity + Natural Energy variant contains 32% camu combined with vitamin B for added energy support.

The shots will be available at Waitrose starting February 5, with Sainsbury’s set to carry the Immunity variant from April. With a recommended retail price of £1.95 per shot and £5.95 for the dosing bottle, the products aim to cater to both retail and independent hospitality sectors.

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