Britvic relaunches kids juice brand

Britvic has relaunched market-leading children's soft drink Fruit Shoot, and added two new flavours to the range.

Fruit Shoot has been given a new look based around appeal to kids and parents selecting the products from a back bar fridge.

The relaunch applies across the Fruit Shoot portfolio. First launched in 2001, it includes a flagship juice drink brand, pure fruit juice product Fruit Shoot 100%, and flavoured water Fruit Shoot H20.

An orange flavoured product replaces the existing orange and peach flavour and summer fruits replaces strawberry in the range. The new products have been trialled with children before launch.

Fruit Shoot will also be renaming its No Added Sugar variant as Low Sugar in an attempt to better communicate the nature of the product.

Britvic will be investing £8m in marketing the relaunch throughout 2009, including a sampling campaign targeting children this summer.

Claire Common, senior brand manager for Robinsons Fruit Shoot, said: "Fruit Shoot's new packaging design won't just excite kids - it will enable our customers to really open up the sales opportunity that kids and mums provide.

"Britvic is committed to driving further growth for Fruit Shoot, by ensuring kids feel they 'own' the brand and gaining mum's endorsement."