Fruit Shoots of recovery


BRITVIC has brought its popular kids drinks Fruit Shoot back to the market, after safety concern over its new bottle closure led it to be withdrawn in July.

The soft drinks giant is communicating the brand’s return with a major advertising campaign, including new TV ads bearing the strapline: ‘Fruit Shoot is back, go get it’.
The television ads, on air between now and November, were preceded by a two-week run of print advertising, and ‘extensive’ PR activity.
“We’re delighted we’re now able to deliver Fruit Shoot back so that the brand’s loyal fans can enjoy this popular drink again,” said Britvic GB marketing director Jonathan Gatward. “We’re confident that our heavyweight communication plans will reassure parents that the brand that first created the kids soft drink sub-category is available and here to stay.
“We’d therefore recommend that licensees get stocked up to take advantage of demand resulting from all our marketing communications to consumers.”
Meanwhile Britvic, currently in merger talks with Irn-Bru owner AG Barr, is again expecting big things from its J20 Glitter Berry limited edition this Christmas.
The product is said to have enjoyed its best festive season in three years last Christmas and according to Britvic delivers the opportunity for licensees to drive sales as consumers are willing to “spend on affordable luxuries” at that time of year.
It said Glitter Berry drove 40% of the £5 million rise in pre-Christmas sales generated by J20 in 2011 compared to 2010.

Image – Back with a bang: Fruit Shoot’s return is backed by some heavyweight marketing support.