Sparkling soft drinks brand Britvic 55 is being launched into the off-trade for the first time this month to further grow the adult soft drinks category.
The drink, which is a long-standing success story in the on-trade, is available in Apple, Orange and Raspberry & Cranberry flavours.The adult sector is one of the fastest growing categories in soft drinks, experiencing value growth of 20% in 2004 [ACNielsen MAT December 25, 2004].
The drink will sit alongside Britvic’s still bottled juice drink brand J20, which Britvic said was worth £25m in the take-home market.
Rather than cannibalising J20, 55 would complement the brand by offering consumers both still and sparkling options, said the company. The two brands will continue to grow the adult soft drinks market, it said.
New packaging featuring embossed bottles has been rolled out for both the on and off-trade.