Britvic has begun transitioning single and multipack bottles of its core Fruit Shoot range to 100% recycled plastic (rPET) and clear bottles.
The move represents part of the supplier’s ambition to make all of its bottles produced and sold in the UK from 100% rPET by the end of 2022.
As part of the move, Fruit Shoot is also undergoing a recipe refresh and packaging redesign, which will see the brand in clear bottles and preservative-free.
The move comes as shoppers expect more of food and drink suppliers regarding sustainability. A Kantar study from last year found that 95% of parents hold brands responsible for addressing their sustainability concerns, with a further 71% claiming they have become more concerned about sustainability since becoming a parent.
Furthermore, Britvic says the transition to clear bottles has had a positive impact on parent’s perception of the brand, with eight out of 10 saying they would trust Fruit Shoot more, and nearly three quarters saying it showed Fruit Shoot was more natural than they thought.
Ben Parker, at-home commercial director at Britvic, said: “This time last year, our sub-brand Fruit Shoot Hydro made the shift to 100% rPET bottles and we’re proud to announce the next progression of our journey with all core bottles following suit.
“The kids’ drinks category is performing extremely well with double digit growth (22.3%). It is therefore an optimal time for us to bring Fruit Shoot to the forefront on shelves and in chillers, with updated bottles, packaging and a reformulated liquid. With the transition occurring across singles and multipacks, parents will have peace of mind, both in terms of sustainability and health, when picking up Fruit Shoot for their kids to drink at home.”
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