Britvic claims in its Soft Drinks Category Report 2005 that Robinsons Fruit Shoot is now the number one kids drink in the UK, stealing the limelight from Ribena for the first time. A combination of intelligent marketing, on-trade availability, lunchbox-sized packaging and child-friendly sports caps have contributed to its success. Mark Wickens, chairman and creative partner at Brandhouse WTS, says kids drinks face tough competition.
