This document summarizes a case study on Grove Fresh Ltd (GFL), a UK-based organic juice company. It discusses GFL's history and growth since 1994, their marketing of organic juices under the Grove Fresh brand targeting middle-aged and young people. It also covers their premium pricing strategy, distribution through supermarkets, and health-focused advertising. The document concludes with analyses of GFL's positioning in the market, political/economic/social factors, and strengths, weaknesses, opportunities and threats facing the company.