Britvic said its Fruit Shoot singles and multipacks across its core range will move to 100% rPET (excluding caps and labels) and clear bottles this month.
The leading kids soft drinks brand will also undergo a recipe refresh and packaging redesign for the first time in three years. Alongside its new clear bottle, Fruit Shoot will now be preservative free following a reformulation.
“This time last year, our sub-brand Fruit Shoot Hydro made the shift to 100% rPET bottles and we’re proud to announce the next progression of our journey with all core bottles following suit,” Ben Parker, at home commercial director at Britvic, commented.
“The kids’ drinks category is performing extremely well with double digit growth (22.3%). It is therefore an optimal time for us to bring Fruit Shoot to the forefront on shelves and in chillers, with updated bottles, packaging and a reformulated liquid.”
A Kantar study last year revealed that 95 per cent of parents hold brands responsible for addressing their sustainability concerns, with a further 71 per cent claiming they’ve become more concerned about sustainability since becoming a parent. However, it isn’t just parents that are increasingly conscious of their impact on the environment, but also their children – as 95 per cent of kids say the environment needs protecting.
Britvic has pledged that all its bottles produced and sold in Britain will be made from 100% rPET by the end of 2022.
As part of wider consumer research, Britvic found the transition to a clear bottle had several impacts on parents’ perceptions – eight out of 10 parents said they would trust Fruit Shoot more and almost three quarters said it showed Fruit Shoot was more natural than they thought. Made with real fruit, no added sugar, artificial colours, flavourings or preservatives, Fruit Shoot offers parents peace of mind when it comes to the health of their children.
The packaging update will include hand drawn elements added to each bottle, to bring it to life and add an element of fun. As a result, they will be eye-catching in outlets, driving appeal and purchase – particularly for those who are conscious about the contents of the products they purchase.
To drive awareness of the switch to 100% rPET bottles, Fruit Shoot will be visible across outdoor and digital platforms early next year, demonstrating the new clear bottles with the messaging, ‘New CLEAR bottle, just as fruity!’.