Britvic targets adult juice drinkers

Britvic is to target adult juice drinkers with the launch of natural fruit juice Juicy Drench.

The drinks company is aiming to “fill a consumer gap in the adult juice drinks market” with the mid March launch of the drink, which uses Britvic’s Drench spring water and contains no artificial colours or flavours.

A £5.5m marketing campaign including television and in-store activity will back the launch.

Britvic says the new drink, which comes in three flavours – Orange & Passionfruit, Cranberry & Raspberry and Blackberry & Apple – has secured listings in stores including Morrisons and Somerfield and will be available in convenience outlets, impulse sections of grocery and across the foodservice channel.

Leslie Davey, brand director at Britvic, says: “Currently consumers buy bottled water such as drench for continuous hydration on-the-go but our research shows they are also looking for something tasty and different and at the right price point to add to their existing repertoire.”

Britvic launched a major push for spring water brand Drench last year with a television spot featuring the puppet Brains from Thunderbirds dancing to 1980s hit ‘Rhythm is a Dancer’

The drinks firm recently restructured its marketing department to create two separate teams for its own brands, which include Tango and Robinsons and the licensed PepsiCo brands it distributes in the UK, including Pepsi and Gatorade.

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