This October, Fruit Shoot singles and multipacks across its core range are making the move to 100% rPET (recycled plastic) and clear bottles*.

The update is another step on Britvic’s journey to reaching its ambition that all bottles produced and sold in Great Britain will be made from 100% rPET by the end of 2022. The product will also undergo a recipe refresh and packaging redesign for the first time in three years. Alongside its new clear bottle, Fruit Shoot will now be preservative free following a reformulation.

As the number one kids soft drinks brand[1], Fruit Shoot is supporting retailers to keep meet the ever-changing needs and considerations of consumers. Sustainability is not only a growing concern, but is also now a factor in their decision-making. A study revealed that 95% of parents hold brands responsible for addressing their sustainability concerns[2], with a further 71% claiming they’ve become more concerned about sustainability since becoming a parent[3]. However, it isn’t just parents that are increasingly conscious of their impact on the environment, but also their children – as 95% of kids say the environment needs protecting[4].

Ben Parker, at home commercial director at Britvic, comments: “This time last year, our sub-brand Fruit Shoot Hydro made the shift to 100% rPET bottles and we’re proud to announce the next progression of our journey with all core bottles following suit. The kids’ drinks category is performing extremely well with double digit growth (22.3%)[5]. It is therefore an optimal time for us to bring Fruit Shoot to the forefront on shelves and in chillers, with updated bottles, packaging and a reformulated liquid. With the transition occurring across singles and multipacks, parents will have peace of mind, both in terms of sustainability and health, when picking up Fruit Shoot for their kids to drink at home.”

As part of wider consumer research, Britvic found the transition to a clear bottle had several impacts on parents’ perceptions – eight out of 10 parents said they would trust Fruit Shoot more and almost three quarters said it showed Fruit Shoot was more natural than they thought[6]. Made with real fruit, no added sugar, artificial colours, flavourings or preservatives, Fruit Shoot offers parents peace of mind when it comes to the health of their children.

The packaging update will include hand drawn elements added to each bottle, to bring it to life and add an element of fun. As a result, they will be eye-catching on shelves, driving appeal and purchase – particularly for those who are conscious about the contents of the products they purchase.

To drive awareness of the switch to 100% rPET bottles, Fruit Shoot will be visible across outdoor and digital platforms early next year, demonstrating the new clear bottles with the messaging, ‘New CLEAR bottle, just as fruity!’.

*Across Fruit Shoot single and multipack bottles, excluding caps and labels.

[1] NielsenIQ, Total Coverage, Value and Volume MAT to 24.07.21 & CGA Value and Volume MAT to 30.06.21 – Total Fruit Shoot, Kids Soft Drinks Category (Britvic Defined)

[2] Kantar Mumsnet Sustainability Study, May 2020

[3] Kantar Mumsnet Sustainability Study, May 2020

[4] Hotwire 1000 kids aged 5-7.  95% children say the environment needs to be protected.

[5] NielsenIQ, Sales Value, MAT TY WE 14.08.21 – Total Fruit Shoot, Kids Soft Drinks Category (Britvic Defined)

[6] MMR, Clear Bottle quantitative study, May-June 2020.

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