Britvic is adding a tropical flavour to its kids’ Robinsons Fruit Shoot drinks range in June as part of increased investment behind the brand.
Robinsons Fruit Shoot Tropical No Added Sugar is the fifth flavour in the range and goes on-shelf in June.
The launch is part of a £5m summer campaign behind the brand, including TV advertising targeting three million children, press advertising, an on-pack promotion and sampling among 500,000 kids.
The tropical variant comes after trials showed it was the most likely to drive further sales among mums and kids.
Available only as a no-added-sugar variant, it will be sold in 300ml single bottles and in 4x300ml and 8x200ml packs. Fruit Shoot, which Britvic is claiming took the number one position in kids soft drinks last year [Britvic Soft Drinks Report 2005], has grown 10% in sales [ACNielsen, MAT y/e December 2004].
Britvic category director Andrew Marsden said: “The launch of new Robinsons Fruit Shoot Tropical builds on the current success of the brand.
“The advertising and sampling will drive awareness, and the trial and extensive in-store activity will prompt purchase.
“Britvic’s Right Choice research shows that the new tropical flavour will add further excitement and interest for the brand as well as the kids’ category.”