Britvic targets

- Last updated on GMT

Related tags: Soft drink, Target corporation, Carbon dioxide

tweenie' pubs by Mike Bennett Britvic is targeting family pubs with a radical new product aimed at "tweens" ­ the 10 to 13 year-olds who, it claims,...

tweenie' pubs by Mike Bennett Britvic is targeting family pubs with a radical new product aimed at "tweens" ­ the 10 to 13 year-olds who, it claims, spend £280m of their pocket money a year on soft drinks. The company is putting £6.25m behind Freekee Soda, which will reach the on-trade ­ led by managed houses operated by Scottish & Newcastle and Six Continents ­ in March with, initially, two flavours, Odd Orange and Strange Strawberry. Other brand extensions are likely tofollow if it's a success. Britvic's development team spent three years concocting what it calls the first-ever "texture-based fizz". It's a complex mixture of fruit flavours, milk andcalcium ­ "genuine innovation in the carbonates segment," according to category director Andrew Marsden. He said the company ­ the on-trade market leader in soft drinks with a 55% share ­ had canvassed the trade and its young consumers widely. "It's been received in a way I haven't seen for 20 years," Marsden added. "There is simply nothing else around like it." Reaction from youngsters in the target age ranged from "quite weird" to "cool" and "wicked" when they were asked to try it. TV advertising will be a major plank of the launch programme, hitting the nation's screens at Easter. Licensees who stock Freekee Soda are being encouraged to price the 330ml bottles at under £1. They will be competing witha probable 62p-a-bottle price point in the off-trade.

Related topics: Soft & Hot Drinks

Follow us

Pub Trade Guides

View more

Headlines