Britvic prepares Fruit Shoot reassurance campaign

Britvic is preparing a marketing campaign to mark Fruit Shoots’ return to shops and reassure consumers over the drinks’ safety after it was pulled from sale last month because of faulty caps.


The drinks maker has confirmed that Fruit Shoots will begin reappearing from this week ahead of full distribution later this year. The drinks maker has previously estimated that it could take up to six months for demand for the drinks to return to previous levels.

Marketing activity to support the relaunch will follow in the next few weeks. Britvic was unable to offer any further details of the campaign at this time.

The stakes are high for Britvic after it estimated that the full product recall would cost it up to £25m, five times more than originally predicted.

It was forced to stop all sales of its Robinsons Fruit Shoot and Fruit Shoot Hydro drinks when a new design for its plastic “magicap” was found to be unsafe.

Britvic was praised for its swift response when the crisis came to light and it will be hoping that a marketing campaign will help restore confidence in the brand and encourage parents to continue buying the product now that the safety issue has been resolved.

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