Britvic Soft Drinks has announced plans to enhance its adult packaged portfolio, as it continues to seek to drive growth in the category.
The manufacturer will be introducing new packaging formats across seven of its most recognisable brands, including Pepsi Max, J2O and Lipton. The company claimed that it has “identified key trends in consumer behaviour” that suggest opportunities for premium products across a variety of price points, and potential for growth within the adult soft drinks market.
Britvic’s marketing director, Jonathan Gatward, claimed that there was “a lack of excitement and choice around the adult soft drinks category” when the company announced the launch of its lightly sparkling J2O Spritz last week. “Consumers are becoming more adventurous with flavours and are seeking soft drinks which meet a variety of need states,” he said.
Along with exciting limited edition variants and new products such as J2O Spritz, adult soft drink J2O will be supported by a new television campaign.
With 15% of in-outlet sales attributable to soft drinks, “there is a significant opportunity to increase the relevance of soft drinks in ‘adult social occasions,’” the company added.
“Research has shown that despite having less cash, consumers are increasingly looking for premium experiences at all price points and at every occasion, reflected in sales of champagne which are up 3%, and premium cider, which is up 3.2%. As well as a more premium offering, consumers are also showing a preference for authenticity and transparency, opting for brands that remain true to their heritage. Britvic has used these market insights to develop its adult packaged portfolio offering, directing its efforts on the modern leisure channel.”
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