Leading soft drinks supplier, Britvic, is introducing Robinsons Fruit Shoot Hydro, a new spring water drink, to help retailers increase sales in the growing kids’ soft drinks market.
Available to retailers and publicans from mid-February and aimed at children aged 7-11 years, the Fruit Shoot Hydro range will come in three flavours, Orange & Pineapple, Apple & Raspberry and Blackcurrant. The range will be available individually in 350ml bottles with an MRRP of 85p, in a pack of four at £2.19, or an 8 pack of 250ml bottles at an MRRP of £2.99
The Hydro range is made from spring water, with a hint of natural fruit flavour, providing children with a tasty and refreshing drink which is free from sugar and artificial colours and flavourings. It will be available in a sports bottle format, designed to appeal to children that are active and need to stay hydrated.
£2.5 million Fruit Shoot Hydro campaign in 2011
Britvic will support Robinsons Fruit Shoot Hydro by launching a £2.5 million marketing campaign. This will include cinema and TV advertising throughout the year, starting in April, as well as a series of press advertorials communicating the range’s benefits in both print and online media. In-store POS, including wobblers, barkers and shippers, will also be available for retailers to maximise the launch and drive sales.
Debbie Eddy, Robinsons Brand Controller, Britvic, commented
“The kids category spans children of many ages, but it’s important that both manufacturers and retailers recognise that as children grow up their needs change dramatically. Robinsons Fruit Shoot Hydro meets a gap in the market for older children that have become more active and as a result, increasingly need to stay hydrated.
“There is a huge support plan for Fruit Shoot this year, so retailers should stay stocked up to benefit from the increased consumer awareness the marketing campaign will create. Robinsons Fruit Shoot is the number one selling children’s FMCG brand, worth £96million, and is continuing to innovate, offering retailers a range that fulfils children’s very specific needs.”
The new Robinsons Fruit Shoot Hydro range will replace Robinsons Fruit Shoot H2O.
Source: Nielsen MAT data to W/E 25.12.10