Soft drinks manufacturer Britvic has announced the release of a new limited edition apple, raspberry and rose variety of its J2O drinks brand.
Available between March and August, the seasonal variant “will feature botanical cues on label creating visual impact on-shelf to tempt consumers into opting for a refreshing lift,” Britvic said. The product will be available in a four-pack 275ml format with a recommended retail price of £4.39.
Its launch will be supported by social media campaigns throughout the spring and summer, as well as point-of-sale materials and engagement with out-of-category visibility in stores, with the opportunity for retailers to cross-promote with alcohol and other social products.
The soft drinks manufacturer cites the “emerging” adult soft drinks category as an opportunity for growth, and for the brand to drive retail sales over the summer months.
Jonathan Gatward, UK marketing director for Britvic Soft Drinks, said: “We’re thrilled to see the launch of J2O garden rose; it’s a different flavour profile from the core J2O blends offering consumers a refreshing taste experience for spring and summer soft drink occasions. We’ve found limited editions can play a key role in attracting new consumers to the brand as well as retaining and re-engaging with existing consumers. The new blend is perfect for consumers looking for a different and refreshing drink; I would strongly encourage publicans and licensees looking for ways to broaden their soft drinks offering to stock new J2O garden rose as it is a great opportunity to maximise sales of soft drinks this summer.”
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