Soft drinks manufacturer Britvic has added a premium, lightly sparkling variant to its J2O product line.
Initially available in three different flavour combinations – pear and raspberry, peach and apricot, and apple and watermelon – J2O Spritz will seek to establish growth opportunity within the “emerging” adult soft drinks market. The latest product innovation is packaged in 275ml glass bottles with transparent labelling that will help Britvic to showcase the vibrancy of colour within the range. The new drink can be served in champagne flutes and is only 55 calories per serving, the company said.
Its launch will be supported by a £1.5m marketing campaign, covering in-store activation, celebrity endorsement and both digital and social media engagement.
The launch of J2O Spritz is the second product announcement from the soft drinks brand in as many days: yesterday, we reported that J2O had also introduced a seasonal apple, raspberry and rose variety that it claimed would drive sales through the summer months.
Britvic’s marketing director Jonathan Gatward said: “J2O Spritz has been developed in response to consumer research which revealed there is a lack of excitement and choice around the adult soft drinks category. Consumers are becoming more adventurous with flavours and are seeking soft drinks which meet a variety of need states. We’re confident that the innovative J2O Spritz blends will bring excitement to adult soft drinks, satisfying existing customers and enticing new consumers to the brand.”
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