Britvic signs major deal with Tough Mudder to push Fruit Shoot globally

Britvic has signed its first major global deal with the organisers of obstacle course Tough Mudder that will see it launch a children’s version of the event in an effort to push its “adventurous play” position across the world.

In a three-year partnership, Fruit Shoot Mini Mudder events will take place in the UK, US and Ireland in 2015 with plans for further expansion in 2016 and 2017.

The obstacle course, targeted at children aged seven to 12, will feature slides, tunnels, a laser maze and a mud hill, modeled after the 10 to 12 mile adult Tough Mudder and Mudderella military-style endurance challenges which were founded in 2010.

The Fruit Shoot Mini Mudder courses will be untimed in an effort to tap into the “common positioning” of the brands, which claim to both promote teamwork, and will also look to “create dialogue with parents”.

Barwell says: “We carried out research amongst kids which revealed that children have limited access to outdoor adventures, yet taking part in activities that challenge them and give them a sense of achievement appeals to them the most.”

He also told Marketing Week: “Fruit Shoot was a good fit as it is our most developed brand in terms of international expansion and has a global footprint.

“There’s nothing like this for kids. It’s about encouraging kids to be active and promoting adventurous play.

According to Barwell, last year more people completed a Tough Mudder than a marathon in the US last year, an audience the company is now hoping to tap into through its work with Freuds on digital, social and experiential, with sampling and branded products to be delivered at the events.

The first Fruit Shoot Mini Mudder will take place in Florida on 7 March, with the UK event set to take place on 2 and 3 May in Oxfordshire.

Latest from Marketing Week


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


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.


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.


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 3703 or email

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