Britvic launches superfruit limited edition

Leading soft drinks company, Britvic, is bringing a brand new flavour to the fast-growing adult soft drinks category with the launch of a limited edition J2O Orange & Pomegranate flavour.

J2O Orange & Pomegranate is the sixth flavour in the J2O suite and is set to further drive adult soft drinks sales over the crucial Christmas period. It will be available for six months as a limited edition and will be supported by extensive POS and promotional programmes.

The launch represents the first time in the brand’s history that a new flavour has been introduced in take-home at the same time as the on-premise, demonstrating its growing importance cross channel.

“Since 1998, J2O has been driving growth in the adult category by introducing exotic and emerging fruits to the mainstream and attracting new buyers. J2O is now found in more than three in four pubs or clubs in the UK and last year accounted for 66 per cent of the £18.5million growth in the adult category in take-home and we believe there is an opportunity to drive this growth further.

“Pomegranate is a flavour that is exploding in popularity and is edging its way to the front of chiller cabinets, said Andrew Marsden, marketing director at Britvic.

Worth more than £166 million to the on-premise market, J2O is the number one packaged soft drink, selling seven bottles every second. In take home J2O is worth £42 million, having more than doubled its value sales over the past two years. The phenomenal success reflects the growing consumer demand for premium adult soft drinks and the wide appeal of the brand as a credible drink for social situations.

Meanwhile, leading flavour J2O Orange & Passionfruit, which faced a delivery problem, is now back in full supply.

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