Leading soft drinks manufacturer Britvic has announced the he launch of Juiced, a new Robinsons Fruit Shoot product, along with a fresh new look for the full range. The brand will support the launch with a £3.5 million marketing campaign.
Sweetened only with real fruit and available to buy from the end of February, Juiced contains the perfect 50/50 blend of juice and water using 100 percent naturally-sourced ingredients. Aimed at kids, the product is school approved and free from preservatives, added sugar, sweeteners and contains no artificial colours or flavourings.
Juiced will come in three tasty variants; Apple & Pear, Strawberry & Raspberry and Orange & Pineapple, all of which are available in multipacks of six 200ml bottles with a transparent design to allow consumers to see the juice inside. Consumer research on the new range has shown positive feedback from both kids and parents alike, with 94% saying they would buy Juiced.
Coinciding with the launch of Juiced, Britvic is also introducing a fresh new look across the entire Fruit Shoot range. The evolutionary new design will see the range packaged in a semi-translucent bottle with its iconic spill-free cap, eye-catching and brightly-coloured design, as well as clear on pack messaging highlighting its ‘made with real fruit’ and ‘no added sugar’ positioning.
Kevin McNair, GB Marketing Director for Britvic, commented: “Found in more households than any other Kids Drinks brand, Fruit Shoot has led the Kids segment, with category growing innovations like Hydro, and now Juiced. Made from 100% naturally sourced ingredients, Juiced provides parents with a great tasting drink that their kids will love. With its ‘better for you’ portfolio that inspires kids, is trusted by parents and has a product for every occasion, by stocking Fruit Shoot you can be sure you’re offering your customers the right solution for their kids, whether at home or on the go.”
The multi-faceted ‘It’s My Thing’ marketing campaign, that complements the Fruit Shoot range, will focus on inspiring kids’ adventurous sides and supporting their development both physically and emotionally. The campaign will kick off at the end of March and includes TV advertising for its Juiced and Hydro ranges, as well as brand partnerships with Netmums and Public Health England’s Change4Life campaign.