Britvic Introduces First Standalone Pomegranate Juice Drink to On-Premise

The new Pomegranate juice drink has been added to the Britvic mixers and juice range on the back of increasing consumer demand for premium drinks choices and the success of fruit juice within the on premise channel.

13/12/2007 Britvic Soft Drinks is introducing the first standalone Pomegranate juice drink to the on-premise as part of its mixers and juices range. The new flavour - on shelf from early December in time for the Christmas peak season - will be available in contemporary non-returnable bottles (NRB) and two SKU formats, 125ml and 200ml, allowing versatility for mixed or solus serve.

The new Pomegranate juice drink has been added to the Britvic mixers and juice range on the back of increasing consumer demand for premium drinks choices and the success of fruit juice within the on premise channel. The fruit juice sub category is now worth £180m to the sector with three per cent year on year growth in 2006.

Sales of pomegranate juice in the UK alone have grown 122 per cent in the past 12 months to reach a sales value of £18m across total trade, while achieving the position of the eighth biggest selling fruit flavour within the take-home channel2.