Recognising that more and more people were turning away from carbonated drinks to healthier options, Wayne and Tatiana decided to set up a company supplying fruit juice drinks. Capitalising on the quality of the fruit produced in the Ukraine, over the next 18 months, the couple experimented with flavours using a unique method of 'crushing' the fruit to maintain the taste. In an exclusive partnership with a Ukrainian based manufacturer a unique supply chain of fresh fruit supply was developed, alongside a world class, BRC grade 'A' manufacturing facility, for fruit processing and packaging.
Extensive independent research was commissioned in the UK, Belgium and the Netherlands, in order to ensure the product range and quality was what consumers wanted and this research has formed the basis of how Cracker juice drinks have been developed. From this research we now know the UK consumer is increasingly seeking new fruit variants and blends to enjoy, as they switch consumption habits away from the carbonates sector.
Since then the Cracker team has cultivated its product passionately, with the aim of revolutionising the ambient category by introducing new quality standards, choice, innovation and value for money.
Founded by Miller and his wife Tatiana, Cracker Ltd secured Pieter Totté, a well-known and widely respected entrepreneur in the food industry, as non-executive chairman.