The company has announced the launch of Robinsons Fruit Shoot Concentrate, and Fiona Marshall, the company’s VP of Marketing, told us that, “given the popularity of concentrated fruit drinks in Europe, we think there is a real opportunity to create the category in the US market”.
Despite dilute powders being traditionally more common in the US, the European beverage giant sees American consumers as being receptive to juice concentrates - which consumers can dilute with water.
“With real fruit juice and a great fruit taste – concentrated fruit drinks provide a convenient and economical solution to keeping families hydrated,” added Marshall.
Made to measure
The company already has a presence in 30 states with its Fruit Shoot ready-to-drink products, which were introduced in 2010.
“We expect the Fruit Shoot brand to continue to thrive in the US and now the addition of concentrate rounds out our product line with an at-home offering to complement our ready-to-drink product already in market,” said Jim Reade, President at Britvic Worldwide Brands Ltd.
Robinsons Fruit Shoot Concentrate has no artificial flavors or high fructose corn syrup, said the company, and is the only concentrated drink in the US that contains real fruit juice.
The unique delivery of a concentrate gives parents control of the juice flavor and also offers them more value with each one-liter bottle containing 20 plus servings.
To help consumers measure the amount of Fruit Shoot Concentrate they are mixing with water, either by the glass or pitcher, the packaging includes a cap that can be used to measure the perfect amount.
Success in Alabama first
The product is launching first in Alabama because it has a strong partnership with Alabama-based Buffalo Rock Bottling Company, said Marshall.
“Currently, our ready to drink Fruit Shoot has distribution across 30 states,” she said.
“However, with regards to concentrate, we have only just launched in the US so our focus is to ensure it succeeds in Alabama before planning any future roll out.”
Matthew Dent, President and Chief Operating Officer at Buffalo Rock, added: “Fruit Shoot has been a great addition to the Buffalo Rock beverage portfolio and we have realized significant success in the 10oz bottles.
“We look forward to continued share growth in the fruit drink category with the addition of the multi-serving concentrate package.”
Britvic is one of the leading branded soft drinks businesses in Europe with a brand stable including Robinsons, Tango, Drench, J2O and Fruit Shoot, plus PepsiCo brands including Pepsi, 7UP and Mountain Dew Energy which Britvic produces and sells in Great Britain and Ireland under exclusive PepsiCo agreements.