How Britvic is pushing its health agenda for 2016

Britvic is determined to adapt to current changes in consumer demand for healthier soft drinks, as it seeks to reduce the average number of calories in its products further in 2016 and launch more brand campaigns pushing its health credentials.

Robinsons

The soft drinks manufacturer released its sustainable business report today (18 December), showcasing the changes the company has made over the last year in a bid to encourage consumers to lead healthier and more active lives.

In 2015, Britvic made a reduction of 5.8% on the average number of calories per serving across the business’s entire portfolio, achieving an average calorie count per 250ml of 35.4. In July, it also axed its classic Robinsons squash in favour of sugar-free formulas.

Becoming an inspiration for others

According to Britvic’s senior sustainability manager Alison Rothnie, the business has showed its commitment to taking a “leading role” in the soft drinks industry and becoming an inspiration for others.

“Our average number of calories per serve is considerably less than a lot of our competitors, so we’re really proud of that. Alongside that, we have an innovation pipeline that is driven by our health commitment, where 60% of new innovations are linked to health and lower sugar options,” she told Marketing Week.

The business launched a global ‘Responsible Marketing Code’, which sees the business tighten its commitment around responsibly marketing to children.

“We don’t advertise to children under 12 and don’t use characters and such to ensure we are responsible when it comes to marketing,” she commented.

The report also provides an update on the environmental initiatives the company has implemented to reduce carbon, energy and water use. So far, it has achieved a 2.2% reduction in absolute water use across the business.

According to Rothnie, being a responsible business is “paramount” if it wants to survive as a company.

“There are a lot of pressures on us from an industry perspective, especially when it comes to health. It’s not just about doing the right thing, it’s critical to us as a business. If we don’t evolve, we won’t survive,” she explained.

Future plans

The business has various targets that it aims to achieve by 2020, which includes reducing the average number of calories consumed per serve by 20% by 2020 and decreasing the direct CO2 emissions from its manufacturing sites by 15%.

Britvic also has more short-term goals it wants to achieve in terms of calorie reduction and its marketing plans for 2016.

She concluded: “We want to further reduce the number of calories in our products by 4%, and we’ll see more brand campaigns strategically supporting our health agenda focus. There will also be a number of new innovations coming to market.

“It’s a key pull out for our marketers – they recognise it’s a great selling point. We have such a strong portfolio, we should really be promoting it.”

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