Britvic Soft Drinks is launching two new products aimed at kids in the next phase of its Right Choice category management programme. The first one comes from Robinsons, which is extending its brand with the launch of Fruit Shoot. This is a fruit drink ­ in orange and peach and blackcurrant and apple flavours ­ that comes in a sports bottle pack. Robinsons' marketing manager Adrian Troy said the idea behind the sports bottle is to make it less babyish and spillable than cartons and to give it a cooler image in the playground. It is available in a 300ml bottle and in a four or eight 200ml multipack aimed at kids' lunchboxes. Britvic is backing Fruit Shoot with a £4m marketing campaign, including TV advertising, a presence on the internet, point of sale material and a summer sampling campaign. Britvic estimates that Fruit Shoot will generate £30m retail sales this year. The second new launch comes from the Tango stable. After the trial of a limited edition Tango Cherry last year, the cherry variant is back for good and will become one of the core Tango flavours. Britvic marketing director Andrew Marsden said Tango Cherry "will build the value of the flavoured carbonates market and generate new, younger Tango drinkers". Honey I shrunk the Tango' is the Tango initiative for the kids' market. It is introducing new resealable 250ml squat bottles ­ available in orange, tropical and cherry flavours ­ aimed at driving penetration of flavoured carbonates among kids. Britvic says that 72% of kids take a drink to school, but only 16% of lunchboxes contain a carbonated soft drink. A children's press advertising and sampling campaign will run to drive awareness of the diddy size, while Britvic is investing £11m in marketing support for the Tango brand. Ad support for Tango Cherry includes an 8,000 site poster campaign for four weeks from May 22, a sampling campaign targeting 500,000 consumers and bright PoS material. {{P&P }}

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