Britvic introduces premium 100% fresh juice line

by Nicola Clark, Marketing 25-Jan-06

Britvic is seeking to capitalise on the trend toward healthy living with the launch of a premium range of 100% fresh juices.

Britvic Squeezed Orange Juice and Britvic Pressed Apple Juice will
launch in the on-trade later this month. The group is hoping they will
repeat the success of J20, which also started out as an on-trade

product. The juices will be sold in 275ml glass bottles with 'pop

caps'.

The launch will be supported by a range of point-of-sale materials
designed to reinforce the brand's premium positioning.

'Consumers are requesting more premium and healthy soft-drink options
and (these products) offer a larger bottle serve rather than the
traditional mixer option or free-pour juices, which can be perceived as
unhygienic,' said Richard Collins, director of brands marketing at
Britvic.

J20, which contains 50% fruit juice, has doubled its market share in the
past three years, according to ACNielsen.

The new juices are the latest in a long line in product development from
Britvic. Last year the group launched youth-oriented water brand Drench.