Emma & Tom's jumps on nostalgia trend for summer

The nostalgia trend has struck again, with Emma & Tom’s serving up its new Old-Fashioned Lemonades, aiming to create a modern take on a global classic.

The brand, which was acquired by Soulfresh in October 2024, stated the new lineup delivers everything Australians love about lemonade – sweet, tart, and totally refreshing – crafted from natural, premium ingredients.

Lemonade is having a worldwide moment, with the global market forecast to grow at an average annual rate of 7.4 per cent. Emma & Tom’s Old-Fashioned Lemonades aim to jump on that trend, now available in natural cane sugar-sweetened and no added sugar options, in both classic and pink varieties.

Soulfresh general manager beverages, Rai Bostock, said lemonade is a classic for a reason – it’s fresh, familiar and delicious.

“With Old-Fashioned Lemonades, Emma & Tom’s is tapping into a global trend that’s all about modern refreshment and nostalgia, with better-for-you ingredients and incredible taste. It’s the perfect summer drink,” said Bostock.

“Emma & Tom’s has been creating delicious, high-quality juices for over 20 years. This new range builds on that legacy – combining the brand’s focus on quality and wellness with a flavour Australians already love. We’re excited to see this category grow locally.”

Emma & Tom’s Old-Fashioned Lemonades are now available in stores across the country for RRP $4.20 in a 450ml bottle. Woolworths will stock the ‘Classic’ range and Coles will offer the no added sugar ‘Light’ range, with broader distribution into independent grocery, cafés, lunch bars and restaurants to follow.