U.K. Brand Introduces Concentrated Fruit Drink for Kids in U.S.

DUBLIN — Britvic Worldwide Brands, global beverage company, announced today the debut of Robinsons Fruit Shoot Concentrate in Birmingham and throughout Alabama. Robinsons Fruit Shoot is the number one kids drink brand in the U.K. and Britvic, along with premier bottler Buffalo Rock, are now bringing the novelty of a concentrate to families in the U.S.

“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,” said Matthew Dent, President and Chief Operating Officer at Buffalo Rock.

Robinsons Fruit Shoot Concentrate has no artificial flavors or high fructose corn syrup, and is the only concentrated drink in the U.S. 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 conveniently includes a cap that can be used to measure the perfect amount.

For the first time in the U.S., Britvic is supporting the Robinsons Fruit Shoot brand with television advertising, themed “Fuel Your Imagination,” which promotes Concentrate and gives retailers good reason to stock-up. In-store activations have been revamped with vibrant new graphics and feature both Concentrate and ready-to-drink products in order to give consumers the full Robinsons Fruit Shoot experience.

“This is an exciting year for Britvic and the Robinsons Fruit Shoot brand, and we are delighted to be introducing Fruit Shoot Concentrate in the U.S. with the help of our trusted partner Buffalo Rock,” said Jim Reade, President at Britvic Worldwide Brands Ltd. “We expect the Fruit Shoot brand to continue to thrive in the U.S. 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.”

While Robinsons Fruit Shoot Concentrate is a new addition to the beverage aisle in Alabama, the brand’s on-the-go bottles have enjoyed success in the U.S. since being introduced in the southeast region back in 2010. Fruit Shoot ready-to-drink is currently available in 30 states.

About Britvic & Britvic Worldwide Brands

Britvic is one of the leading branded soft drinks businesses in Europe. The company leverages its own leading brand portfolio including Robinsons, Tango, Drench, J2O and Fruit Shoot as well as PepsiCo brands such as Pepsi, 7UP and Mountain Dew Energy which Britvic produces and sells in GB and Ireland under exclusive PepsiCo agreements.

Britvic is the largest supplier of branded still soft drinks in Great Britain (“GB”) and the number two supplier of branded carbonated soft drinks in GB. Britvic is an industry leader in the island of Ireland with brands such as MiWadi and Ballygowan, and in France with brands such as Teisseire and Fruité. Britvic is growing its reach into other territories through export, licensing and franchising. Britvic’s management team has successfully developed the business through a clear strategy of organic growth and international expansion based on creating and building scale brands. Britvic is listed on the London Stock Exchange under the code BVIC.

Britvic operates outside of its core business units of UK, France and Ireland, through Britvic International and Britvic Worldwide Brands. Britvic International is responsible for the export business to over 50 countries around the world and Britvic Worldwide Brands manages the group’s global franchise business in countries such as the USA and Australia.

About Buffalo Rock Company

Buffalo Rock Company is one of the nation’s largest privately-held, family-owned Pepsi and Dr. Pepper bottlers in the U.S. The company employs over 2,100 employee-partners who service a population of over 6 million consumers throughout Alabama, Western Georgia and the panhandle of Florida. James C. Lee, III, Chairman of the Board and CEO, and fourth generation Lee, brings more than 40 years of experience to his company that exceeds $500 million in revenue annually. With over 110 years in business and an average of 30 years of experience among its executive team, the company is positioned for continued growth and to meet the soft drink beverage demands of an ever-changing consumer.