Fruit Shoot to end marketing silence in wake of product recall

Robinson's Fruit Shoot: marketing to resume after product recall in July
Robinson's Fruit Shoot: marketing to resume after product recall in July

Britvic is readying the first campaign for its Robinson's Fruit Shoot children's drink since it was forced into a national product recall in July because of safety issues with the bottle cap.

In July, Britvic ran a press ad to announce a national product recall for Fruit Shoot and Fruit Shoot Hydro bottles, because of safety issues with its new bottling innovation, dubbed the "magicap".

It later issued another press ad explaining why the Fruit Shoot lines had been taken off shelves, thanking consumers for their patience.

A spokesperson for Britvic today (24 August) confirmed that the resupplying of the Fruit Shoot and Fruit Shoot Hydro lines was now "underway" and that a supporting campaign would be released in the coming weeks.

However, the campaign "does not make reference" to Britvic’s issues with the "magicap", and the spokesperson denied that the push would be positioned to reassure consumers about the brand. Britvic said further details of the campaign would be released in due course.

The company admitted in July that the fiasco could cost it up to £25m, because it had failed to "speedily" resolve the issue – a figure that was much higher than the £1m to £5m cost it had previously predicted.

Britvic said at the time that it expected to deliver financial results at the "bottom-end" of market expectations, before taking into account the full impact of the Fruit Shoot recall.

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