Changes introduced by the brand in May include a new flavour said to provide drinkers with “lighter tasting refreshment” and a new ‘Magicap’, developed to guard against spills while also being easier to open. The bottle is now ‘semi-translucent’, giving parents a clear view of the liquid inside, and the label design and shape have also been updated.
To communicate the changes, which apply across all single and multi-pack serves, Fruit Shoot will receive a major marketing push throughout the year, including a three-month TV campaign and sponsorship of kids channel Nickelodeon.
“The refreshed version of Fruit Shoot reflects our commitment to innovation, ensuring our brands continue to satisfy consumers’ evolving tastes and preferences,” said Jonathan Gatward, marketing director GB at Britvic.
“We are extremely proud of the Magicap technology because it helps make the Fruit Shoot packaging even easier to use and is the first of its kind in the UK.
“All changes to the brand have been developed in consultation with mums and are based on a range of insights.”