As Nigel Paine, head of commercial programme delivery at Britvic, explained: “Outlets know that their guests want value for money and quality product, but what was lacking was something unique to that channel and different to the at-home experience. Also, the on-trade wants to retain financially lucrative space in fridges and this is where the big brands can play a part.”
Britvic has been in soft drinks business for 100 years, and in dispensed drinks for 30 years. As a company, it has been responsible for success with category creating products such as J2O and Fruit Shoot and as research has shown 7.6% value growth for dispensed drinks, the company feels this is the next major development for a new interactive sector and worth the several million pound investment.
Responsible for marketing strategic projects at Britvic, Abigail Dixon said: “It’s all about improving the consumer experience. We have equipment upgrades with new dispensing guns and new fonts, new glassware and collateral. These have been on trial in Pizza Hut and Harvester with fantastic feedback. The carbonated drinks available are Pepsi, Pepsi Max, R Whites Lemonade and Tango, and the idea is that customers can add their choice of Teisseire Syrup in strawberry, vanilla, cherry or lime flavours.”
The glasses are a brand new shape, with straight sides to ensure no carbonation is lost when filled, and a defined area in the base so the correct amount of ice is used giving the perfect serve. The glasses are unique in that you can download the Blippar app and see augmented reality footballers in video action.
Blippar is able to measure how many people access the app. Britvic has used AR on cans and bottles before but this is the first time it’s on the actual glassware.
And the most popular flavours so far? Well, Tango with strawberry and Pepsi Max with cherry. How long before the beer guys get onto this one, too?
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