Britvic's Fruit Shoot makes comeback in pubs

Fruit Shoot Regular, Fruit Shoot Low Sugar and Hydro are now back in supply after fears were raised that the new spill proof “magicap” posed a risk to children. An “in-market proven” sports cap is being used as an interim solution to the ongoing design problem.

Britvic said there will be a gradual increase of re-supply to meet historic levels of demand. Fruit Shoot My-5, meanwhile, continues to be available in full supply.

Running from mid-September until November, the soft drinks company has also created new 10 and 30 second TV ads to let parents and kids know the drink is available. A series of ‘We’re back’ print adverts will run in national and consumer media.

Britvic GB marketing director Jonathan Gatward said: “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 would, therefore, recommend that licensees get stocked up to take advantage of demand resulting from all our marketing communications to consumers.”

In July, Britvic – which owns the Robinson’s and J2O brands, and bottles PepsiCo brands in the UK – admitted the design failure could cost the company up to £25m.