The whole Fruit Shoot portfolio, including Fruit Shoot, Fruit Shoot 100% and Fruit Shoot H20, has been given a bold, exciting new look to drive excitement and interest for kids and shelf stand-out for mums.
Just as the brand was created especially for kids nine years ago, the new design is focused on being ‘just for them’. The new packs add great interest for kids, playing on their desire for personalisation, whether it be stickers on their school books or badges on their rucksacks, and allow them to engage with the designs.
The new packaging will also enable mums, as shoppers, to better navigate their way around the kids’ fixture, acting as a strong category signpost.
According to the company: “Fruit Shoot will have the best taste ever, with two new flavours to be launched into the Fruit Shoot juice drink range: orange (to replace the existing orange and peach flavour) and summer fruits (to replace the existing strawberry flavour). After extensive taste-testing, kids agreed the new flavours were definite winners, an essential component for great sales, as taste is the number one reason for purchasing a soft drink.”
Claire Common, senior brand manager for Robinsons Fruit Shoot at Britvic, said: “Fruit Shoot’s new packaging design and best taste ever won’t just excite kids – it will enable our customers to really open up the sales opportunity kids and mums provide.
“Retailers need to focus on kids as consumer and mum as shopper, and providing them with what they want, which is the UK’s No 1 kids’ brand Fruit Shoot. Britvic is committed to driving further growth for Fruit Shoot by ensuring kids feel they ‘own’ the brand, and gaining mum’s endorsement.”
Fruit Shoot will also be renaming its no added sugar variant as ‘Low Sugar’ to better communicate to mums its position as the lowest calorie juice drink on the market. Fruit Shoot will still provide mums with choice through Fruit Shoot regular, which contains no artificial sweeteners.
Britvic will be investing £8m in new-look Fruit Shoot throughout 2009, including an innovative experiential platform for summer 2009 just for kids. There will also be a range of compelling competitions for kids to drive sales, and a new website designed to stimulate and entertain children.
In 2008, Fruit Shoot broke the £100m sales barrier, growing value sales almost 6% across all channels.
Source: Britvic
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