Fruit Shoot set for family revamp

LONDON - Britvic is to relaunch children's soft-drink brand Fruit Shoot in the New Year to target mothers more directly.

A spokeswoman for Britvic said the group is looking to better address the needs of parents and children by up-dating the brand and strengthening its connection to its core audience.

A packaging overhaul will be supported by a campaign scheduled for early 2009, although Britvic would not confirm details of the activity.

The company recently unveiled a 14% profits rise, which it attributed to the success of brands such as Pepsi and Robinsons. Fruit Shoot has also been a strong performer for the company; according to Britvic, it is the number one- selling children's FMCG brand, and this year exceeded the £100m sales mark for the first time.

Industry analysts have suggested that the increase is due to the decline of premium drinks such as smoothies as consumers opt for cheaper alternatives.

In September, smoothie brand Innocent suffered a 21% slump in like-for-like value sales, which fell to £27.3m in the 24 weeks to 7 September, according to TNS.

Earlier this year, Britvic appointed iD to handle an experiential campaign for Fruit Shoot H20, which promoted the drink's health credentials to parents and encouraged children to try the drink in sampling activity at family attractions including safari parks, zoos and beaches.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message