Britvic is extending its premium juice drink J2O into the take home channel next month. The company described on-trade sales of the brand as "phenomenal" and claimed it was the channel's fastest growing fruit-based soft drink last year, rising by 80% in value and 77% in volume. Brand controller Adrian Troy said growth reflected increased consumer demand for high quality still fruit drinks across a range of drinking occasions. "Our research also reveals increasing adult demand for soft drinks choice at home," he said. The four flavours ­ Orange & Passionfruit, Apple & Mango, Apple & Melon and Orange & Cranberry ­ are listed in all major supermarkets, with four-packs available in Tesco. All contain 50% fruit juice. New packaging in the form of a 275ml glass bottle coincides with the launch and aims to communicate a contemporary image and premium positioning. Rsp: 85p. {{P&P }}

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