Britvic is ramping up its presence in the adult soft drinks market with the launch of a new J2O sub-brand.
Rolling out from the end of this month, J2O Spritz will be sold in 750ml bottles (rsp: £2.39) and is intended to offer “a more sophisticated and lighter taste” than the core J2O products. Britvic said the gently sparkling drink was targeted at 25 to 35-year-olds and had a texture closer to sparkling wine or Champagne than a standard carbonated drink.
It will be available in pear & Raspberry, apple & Watermelon and Peach & Apricot, which the supplier said would be good matches for food and would “complement flavours rather than overpower them”.
The launch comes as overall sales of the £164m adult soft drinks category are virtually static [Kantar Worldpanel 52 w/e 12 October 2014], with brands in 2.2% value decline. Analysts have said the category has lost some ground to the booming bottled water market.
“J2O Spritz has been developed in response to consumer research that revealed there is a lack of excitement and choice around the adult soft drinks category,” said Britvic GB marketing director Jonathan Gatward. “Britvic is committed to increasing the relevance of soft drinks in adult social occasions. Adult soft drinks is still an emerging category with further opportunity for growth.”
The drinks, also available to leisure outlets in a 275ml format, will be backed by a £1.5m spend including in-store activity and social media.