Britvic to Launch New 250ml Juice Serving

Britvic said the product was 100% pure juice, contained no artificial ingredients and each serving provided one of the recommended five portions of fruit and vegetables a day.

05/03/08 Britvic has added a single-serve 250ml bottle to its Robinsons Smooth Juice range and will support the launch with a television advertising campaign worth almost £1m.

The 250ml product in resealable PET pack will join the one-litre size launched in June 2007. It will be available this month in two flavours, orange and apple.

Robinsons Smooth Juice bottles are filled on Britvic's £7.5m aseptic production line at its Rugby facility.

Britvic said the product was 100% pure juice, contained no artificial ingredients and each serving provided one of the recommended five portions of fruit and vegetables a day.

"Our research has shown that pure juice has previously under-performed in impulse purchasing, due to a lack of choice and the absence of a real mid-point product," said Robinsons brand controller Tom Dalton.

"Smooth Juice 250ml will be priced competitively to bridge this gap, while helping retailers to capitalise on the healthy sales of natural soft drinks."