TC Media's has taken a "fresh" approach to its newest multimedia brand.

Fresh Juice has officially launched, formerly known as only Juice when it was announced last November. The magazine is being sent to Loblaw's President's Choice Financial credit card holders, while the 425,000 circ also includes 85,000 to subscribers and 60,000 on newsstands.



When asked about the name change, TC Media spokesperson Nancy Bouffard replied, "As we developed the brand and created the first issue, the name evolved and was simply enhanced. We felt the name Fresh Juice better reflected the overall brand and the content we were delivering to our readers, viewers, followers and friends."

A Google search reveals there's a Juice magazine based in the U.S. focusing on skateboarding, surfing and punk rock, but no Juice showed up for Canada.

A subscription to Fresh Juice, with six editions per year in print and digital, is $19.99 per annual subscription, with the newsstand price set at $3.99.