Britvic is the latest company to recognise the growing popularity of pomegranates with the introduction of a limited edition drink containing the juice of the fruit.

J20 orange & pomegranate is the sixth flavour to join the adult soft drinks brand. It will be available for sixth months from this week.

Andrew Marsden, Britvic's marketing director, said the new entrant would capitalise on the huge rise in demand for pomegranate-based drinks. "Pomegranate is a flavour that is exploding in popularity and is edging its way to the front of chiller cabinets," he said.

The launch represents the first time in the brand's history that a new flavour has been introduced into take-home and on-trade at the same time and demonstrates Britvic's growing drive for retail sales.

Supplies of J20 orange & passion fruit have returned to normal following adverse weather in Ecuador, the world's leading producer of passion fruit concentrate.