Britvic: Fruit Shoot bottles move to 100 % recycled clear plastic alongside new recipe and design

This October, Fruit Shoot singles 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 operators to 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].

Adam Russell, director of foodservice & licensed at Britvic, comments: “One in four kids juice and juice drink occasions took place outside the home in 2019^[5], and as restrictions have eased and families are back on the move, this is only set to increase further with kids drinking while out and about. As the number one kids soft drinks brand^[6], Fruit Shoot already has strong brand awareness, but this latest update to the use of 100 % rPET bottles will also demonstrate its packaging sustainability credentials to parents. This is particularly important, as research we recently commissioned revealed that the majority of Brits (80 %) think it is important that manufactures and brands use recycled plastic^[7].”

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^[8]. 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 in outlets, 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 Foodservice and Licensed 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] https://www.moms.com/gen-alpha-cares-more-study/ Hotwire 1000 kids aged 5-7.  95% children say the environment needs to be protected.
[5] Britvic’s Kidscope Research, 2019
[6] NielsenIQ, Total Coverage, Value and Volume MAT to 24.07.21 & CGA Foodservice and Licensed Value and Volume MAT to 30.06.21 – Total Fruit Shoot, Kids Soft Drinks Category (Britvic defined)
[7] OnePoll research, 2,000 UK adults, Recycling Lifetime Survey, commissioned by Britvic, August 2021
[8] MMR, Clear Bottle quantitative study, May-June 2020.