Britvic gives Fruit Shoot brand a new look and less sweet taste

Britvic has revamped its Fruit Shoot brand for the first time in six years in a bid to reconnect with its target audience.

The updated range, available from the end of this month, is described as tasting less sweet than the previous drinks, and has a new look and a spill-proof “Magicap”.

The relaunch would help the brand engage with its target audience of nine to 10-year-olds, said Britvic. The soft drinks giant will be hoping to reverse a 3.7% dip in value and 10.5% drop in volume sales [SymphonyIRI 52w/e to 12 February 2012].

Britvic is supporting the revamped portfolio with a multimillion-pound push kicking off this summer with a three-month TV campaign.