Own label RTD and wine producer Intercontinental Brands is branching out into soft drinks with the launch of a J2O lookalike called j+.
The range of high juice drinks has two identical flavours to Britvic’s offering - Orange & Passionfruit and Apple & Mango - along with three new varieties: Orange & Berry, Pineapple & Orange and Apple & Blackcurrant.
The longlife beverages are sold in 275ml bottles (rsp: 79p) with twist-off crowns, which joint MD Paul Burton said should particularly appeal to young people wanting to avoid
alcohol. “The brand j+ looks as cool as any drink available and consumers of every kind can quaff it straight from the bottle.”
He added that the easy opening bottles should also appeal to convenience store shoppers and added: “J2O can be quite heavy so we’ve tried to make this a lighter product.”
ICB produces The Italian Job branded wine for the c-store sector along with own label RTDs for the major multiples.