Fruit Shoot is making a splash this June by entering the squash category with two flavours: Berry Galaxy (Strawberry and Blueberry) and Tropical Jungle (Orange and Mango). With squash making up nearly half of all soft drinks for kids[1], Robinsons Fruit Shoot’s latest move means retailers can offer parents a refreshing alternative from a brand they already know and love.
As the number one kids’ drinks brand in the UK[2], Fruit Shoot is ideally placed to expand its portfolio into squash. Already a favourite with shoppers, its core range (Orange and Apple & Blackcurrant No Added Sugar Juice Drink) is growing by +1%[3] (vs last year) and its naturally flavoured water range, Hydro, at +12.8%[4] (vs last year). The new squash is aimed at children aged between 3 and 8 years old and is all about taking them on a flavour adventure through eye-catching pack designs and delicious flavour combinations.
Ben Parker, Retail Commercial Director at Britvic comments, “We can see a clear demand in the kids category for larger sharing formats, so this was the perfect time to expand Fruit Shoot into a brand-new category. As a well-known and trusted brand, Fruit Shoot is well placed to leverage its strong appeal with kids[5] and parents, helping retailers to drive further sales within the category.”
The squash have already launched into Amazon and Ocado, with a wider launch set for 2025, and has an MRSP of £2.
[1] Kantar Usage Panel In Home & Carried Out, Britvic Defined Dilutes, Share of Total Soft Drinks, Dilutes share of Total Soft Drinks by Age (Under 10s = kids), 52we 14.04.24
[2] Nielsen IQ RMS, to WE 13.04.24 MAT TY, Total Coverage GB inc Discounters, Britvic Defined Kids Database, Fruit Shoot, excluding Private Label, Value Sales & CGA by NielsenIQ, 52wks to December 31st 2023, Total Coverage OOH. Fruit Shoot, Value Sales
[3] NielsenIQ RMS, Total Coverage GB incl discounters, Britvic Defined Kids Database, Sales Value % Chg vs last year, 12 w/e 25.05.24
[4] NielsenIQ RMS, Total Coverage GB incl discounters, Britvic Defined Kids Database, Sales Value % Chg vs last year, 12 w/e 25.05.24
[5] Brand Power, Kantar, September 2023
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