Taking the fizz out of obesity

Your recent article “Sweet Nothing” (MW July 6) implied a link between soft drinks and child obesity and criticised Robinson’s High Juice (incorrectly referred to as High Fruit) for using a “mother nature” figure in a forest to push the virtues of a sugary additive to water” to children.

Not only is this argument fundamentally flawed, it is also based on incorrect information.

Firstly High Juice is a successful brand targeting, in fact, adults. The advertising campaign to which you refer is aimed at adults, as anyone would know from looking at the media schedule.

Your psychologist is therefore quite wrong in his interpretation of the commercial.

Secondly there is, in fact, no direct link between sugar consumption and obesity. Obesity has been on the increase for several decades, while sugar consumption has remained static. Most evidence suggests that a diet that is too high in fat is more likely to contribute to obesity.

Thirdly, Britvic Soft Drinks, like most soft drinks companies, offers consumers a choice, with no added sugar variants across our range.

In the case of Robinson’s, this applies to both our adult ranges, such as High Juice, and our children’s brands.

Andrew Marsden

Marketing director

Britvic Soft Drinks

London W1Y

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here