PR Newswire | 06 Aug, 2014
MUMBAI: Britvic (LSE: BVIC), one of the leading soft drinks companies in Europe, today announces the launch of its global kids' brand, Robinsons Fruit Shoot, into the Indian market. Company representatives hosted an interactive press conference today at The Four Seasons Hotel, Worli, to introduce four unique Robinsons Fruit Shoot flavours developed specifically for the Indian palate including the addition of a brand new flavour, Mango.
"Robinsons Fruit Shoot is one of the most successful innovations for Britvic and a brand that drives our international ambitions to be one of the most admired soft drinks companies in the world," said Simon Stewart, Managing Director, Britvic International. "There's no kids' drink in the Indian market that is both endorsed by mums and has a taste kids love quite like Robinsons Fruit Shoot, and that's why we're certain India is the right market to continue growing our international footprint."
In 2000, Britvic launched Robinsons Fruit Shoot and redefined the kids' soft drinks landscape in Great Britain (GB). The brand quickly became the number-one selling kids' soft drink brand in GB. Robinsons Fruit Shoot has grown into a leading global brand with substantial market share in nine European countries as well as USA, Australia and the Middle East.
With real fruit juice and no artificial colours, Robinsons Fruit Shoot drinks are packaged in colourful bottles with a convenient flip-top cap. The re-sealable cap allows for easy-drinking on-the-go, so kids can manage their own thirst with tasty flavours they enjoy. Consumer response from mums shows they appreciate the packaging design, which prevents spills, making the drinks easy for kids to enjoy while playing.
"As an established market leader, Robinsons Fruit Shoot is the right brand, and now is the right time to enter the India market to address the gap in the growing kids' juice drinks category," said Marius De Beer, VP & Director, Britvic Asia. "The brand positioning and unique flavours for India demonstrate our research and development team's commitment to understand Indian consumer insights and customize our global products to appeal to local palates. As the brand represents on-the-go active fun and tasty refreshment, we're confident that kids and mums in India will love Robinsons Fruit Shoot."
The four flavours launching in the Indian market are: ÂApple-Blueberry, Strawberry-Raspberry, Apple-Pear and Mango, each available in 300ml bottles. The maximum retail price will be INR 30/- per bottle.
"We look forward to introducing Robinson Fruit Shoot as the first brand in our journey and continuing to develop products for Indian consumers for many years to come," said Manish Gupta, General Manager, Britvic India. "The launch will be supported by our proven marketing initiatives based on real consumer insights, with a focus on encouraging customer trial through in-store activations with leading stores. These activations will engage consumers and generate interest in the kids' soft drinks category, with product sampling and giveaways and more."
"We're excited to partner with Britvic to bring the successful and innovative Robinson's Fruit Shoot brand to major Indian cities," said Rahul Narang, CEO and Founder, Narang Group. "Our team will work closely with Britvic to ensure the brand has the same success in the Indian market as it has seen in other global markets."
To facilitate wide distribution for Robinson's Fruit Shoot, Britvic has partnered with the Narang Group. Distribution will be executed in a phased approach and is now available in Delhi, Mumbai and Bangalore. Robinsons Fruit Shoot is being locally produced in India near Mysore, Karnataka. Britvic India represents a team of professionals dedicated to overseeing the successful launch of Robinsons Fruit Shoot into India and providing ongoing support. Britvic plans to invest in growing the Indian team in accordance with the brand's growth in the region.
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, 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 Moulin de Valdonne. Britvic is growing its reach into other territories through export, licensing and franchising. Britvic is listed on the London Stock Exchange under the code BVIC.
About The Narang Group
Established in 1999, The Narang Group provides an end-to-end platform for distribution across India. With a 360 degree marketing base, the Group goes beyond pure play distribution and incubates, grows and accelerates brands with an innovative approach to channel management and mapping the consumers' lifestyle, with a focused approach on the urban consumer. Having several years of experience in the food and beverage industry in India, the Group has perfected the ability to establish new product categories and gain first hand understanding of the urban consumer of mass premium brands, thus being an important gatekeeper when foreign lifestyle brands seek entry into the Indian market.
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