Fruit Shoot singles and multipacks across its core range have switched to 100% rPET (recycled plastic) clear bottles.
The update is another step on Britvic’s journey to reaching its ambition that all bottles produced and sold in Great Britain will be made from 100% rPET by the end of 2022. The product has undergone a recipe refresh to become preservative free and its packaging has been redesigned for the first time in three years.
Sustainability is not only a growing concern, but is also now a factor in parents’ decision-making, claims Britvic. A 2020 Mumsnet Sustainability study revealed that 95% of parents hold brands responsible for addressing their sustainability concerns, with a further 71% claiming they’ve become more concerned about sustainability since becoming a parent. However, it isn’t just parents that are increasingly conscious of their impact on the environment, states Britvic, but also their children – as 95% of kids say the environment needs protecting, according to a 2019 Hotwire survey of 1,000 children aged 7-9.
Phil Sanders, out-of-home commercial director at Britvic, said: “We’re proud to continue our packaging innovation, continuing to switch our Fruit Shoot bottles to 100% rPET, after the initial update to Fruit Shoot Hydro last October. One in four kids juice and juice drink occasions took place outside the home in 2019 [Kidscope Research, 2019], and as restrictions have eased and families are back on the move this is only set to increase further with kids drinking while out and about. Therefore, our single Fruit Shoot bottles are a great option for parents taking their kids out over the weekends, or as an after-school drink. The new packaging is also sure to catch the eyes of parents on shelves or in chillers, showing the true colour of Fruit Shoot for the first time.”
As part of wider consumer research, Britvic found the transition to a clear bottle had several impacts on parents’ perceptions – eight out of 10 parents said they would trust Fruit Shoot more and almost three quarters said it showed Fruit Shoot was more natural than they thought.
The packaging update will include hand drawn elements added to each bottle, to bring it to life and add an element of fun. As a result, they will be eye-catching on shelves, driving appeal and purchase – particularly for those who are conscious about the contents of the products they purchase.
To drive awareness of the switch to 100% rPET bottles, Fruit Shoot will be visible across outdoor and digital platforms early next year, demonstrating the new clear bottles with the messaging, ‘New clear bottle, just as fruity!’.