Britvic took on Sunny Delight when it put kids' brand Juice Up on the market in June. It reports the blend of 17% fruit juice and 8% milk has turned round a declining segment with a 25% value increase in the chilled juice drinks category in the multiples. The formula was developed over two years to appeal to six to 13 year old kids as well as their health conscious mums and has achieved 76% prompted awareness among kids. A roll out to the impulse market is scheduled for spring 2001. {{MARKETING }}