Soft drinks profits - kidding around
Britvic has developed brands with real kids appeal, just right for your pub.
Britvic Soft Drinks is the leading UK supplier of soft drinks for the kids market. Through its Right Choice soft drinks management programme, the company is continually researching the market and has developed brands with real appeal to kids.
Kids are looking for something exciting and different. As well as appealing to the latest taste preferences, Britvic focuses on developing brands with the right image as well as innovative packaging.
The kids market represents a massive profit opportunity as they drink the most soft drinks per head, accounting for 22 per cent of the UK population but 38 per cent of soft drinks consumption. They are becoming increasingly brand literate and sophisticated for their age, so it is important when catering for kids to stock the latest brand favourites like Fruit Shoot and Tango Strange Soda.
Fruit Shoot from Robinsons
Kids' fruit drink Fruit Shoot from Robinsons has reached clear brand leadership in on-premise. Since its launch in 2000, Fruit Shoot has doubled its volume year on year and is now worth £53m.
Britvic recently announced an exciting on-pack promotion, as part of this year's £6m support campaign. Following the success of its first ever on-pack promotion - Get Active, Back to School offers consumers a Fruit Shoot school bag worth £20 for just £7.99 plus four bottle caps.
Tango Strange Soda
Leading the way in new products is Britvic's new texture-based fizz soft drink for kids Tango Strange Soda.
Tango Strange Soda's first TV ad hit the screens this week and will be followed by a brand new £5m campaign starting in October.
Tango Strange Soda will drive sales with press advertising, internet, in-store promotions, sampling and PR, and is available in two flavours - Smooth Strawberry and Odd Orange.
John Felton, The Sportsman Inn, Brighton
For diners we offer a diverse range of kids meals because it is important to give kids as much choice as their parents. With every soft drink that is bought, we give kids a free colouring pen and activity sheet to keep them occupied whilst the adults are still eating and this has proved very successful.
We also provide facilities at our pub allowing kids to play for a couple of hours whilst their parents relax. Fruit Shoot is proving to be extremely popular especially as kids can drink from the packs and then reseal them whilst they go off and play again.
We highlight drinks available on the kids menu on a back-bar display at the food counter and through the fully stocked chillers behind the bar. Kids enjoy choosing their drinks and they are always keen to try new ones such as Tango Strange Soda.
Fruit Shoot always performs well. Blackcurrant & Apple is the most popular flavour and we sell six to seven cases of it per week. The packaging and taste are obviously key to kids but parents are encouraged by the fact that they are available in no added sugar variants.
What kids say:
Fruit Shoot: "The Blackcurrant & Apple one is really nice and the bottle is really sporty."
Tango Strange Soda: "I like it because it is very fruity and fizzy but smooth at the same time."
Freekee Soda will be renamed Tango Strange Soda from September 1 2003
For more information on the Right Choice programme for publicans, call Britvic customer services on 0845 755 0345
