Britvic’s new pure juice products, Robinsons Smooth Juice and Fruit Shoot 100%, will be the first to be produced on its £7.5m aseptic production line, the company announced today.
The move guarantees that all drinks produced using this line will be free of preservatives.
Britvic says the new method of production will allow it to enter new soft drinks markets, like the pure juice category, which is worth over £1bn worldwide.
The two juices will be launched in the second half of this year.
The aseptic production line means Britvic can package its drinks without preservatives, which the company says will also improve "affordability for mass-market scale".
Chief executive Paul Moody says: "The new aseptic line is a significant step forward for the short- and long-term, as we look to aggressively drive our leading position in the faster-growing stills category."
Moody was speaking at the launch of Britvic’s innovation programme for 2007.