Robinsons Fruit Shoot has gone on sale in Australia following a distribution agreement between brand owner Britvic and Bickford’s, a premium soft drinks business based in Adelaide.
Britvic is aiming to reinvigorate the children’s soft drinks category abroad – Robinsons Fruit Shoot is already the leading FMCG kids brand in the UK. Bickford’s will manufacture, market and sell the brand, with Britvic supplying key juice and flavour ingredients. The fruit juice drink is available in Woolworths and Coles, Australia’s two largest retailers. According to Britvic, Fruit Shoot is set to drive major growth within a relatively undefined and untapped retail segment.
Britvic International managing director, Jim Reade said: “The agreement with Bickford’s represents another key milestone in the internationalisation of Britvic’s brand portfolio as part of our programme of working with strong partners in key markets. The combination of Robinsons Fruit Shoot’s brand properties and track record in innovation along with Bickford’s strong operating and commercial platform in Australia forms a winning team.”
The brand is also being distributed in Florida, Alabama and Georgia through Buffalo Rock, one of the largest independent Pepsi bottlers in the US. According to Britvic, research has demonstrated the brand is performing strongly in the market, posting year-to-date growth of 19% in the impulse channel. Further Robinsons Fruit Shoot trialing and distribution of Robinsons Fruit Shoot on the Eastern Seaboard has also taken place in recent months.
Britvic said it is looking for other international partners. David Lindgren, head of franchising at Britvic International, said: “We are clear that a number of our wholly-owned brands have a relevant role to play, not just in Europe, but globally. We’re committed to developing relationships with bottling partners, such as Bickford’s and Buffalo Rock as a core part of our international growth strategy.”