Britvic's Fruit Shoot boost
Britvic is hoping to boost family trade in pubs by helping licensees keep kids entertained for longer.
The initiative forms part of the soft drinks company's £8m plans for its popular kids' brand Fruit Shoot this year.
Retailers will be given the Fruit Shoot Bag of Tricks to hand out to kids to help "make the family occasion really work for licensees," said Claire Common, senior brand manager for Fruit Shoot.
"By keeping kids entertained parents are more likely to increase the time of their visit and the frequency, opening up opportunities for increased profit," she explained.
The kits contain puzzle books (two versions), an origami or modelling clay kit, with skill cards explaining what to do, and achievement stickers. Kids will also receive a Fruit Shoot pen. It's all contained in a branded "Bag of Tricks" bag.
Licensees will also receive posters and table talkers promoting the scheme to encourage families into their outlets. A manager's guide on how to advise staff on making the most of the opportunity families present for the trade and how to make sure they enjoy their visits has also been developed.
This week the company also revealed a new look and new flavours for Fruit Shoot. The packaging on all of the brand variants, Fruit Shoot, Fruit Shoot 100% and Fruit Shoot H2O, has been redesigned to make it look bolder and more exiting.
A new orange flavour will replace the existing orange & peach, and summer fruits will replace strawberry. The No Added Sugar range will also be renamed Low Sugar, "to better communicate to mums its position as the lowest calorie juice drink on the market," said Common.
"Retailers really need to focus on kids as consumers and mums as shoppers and provide them with what they want," she added.
"Britvic is committed to driving further growth for Fruit Shoot by ensuring kids feel they 'own' the brand and getting mum's endorsement."
Britvic's marketing plans for the brand this year include events, competitions and a new website, www.fruitshoot.com, all aimed at kids.
