Britvic sees potential for concentrated fruit drinks in the U.S.

05/1/2013 | FoodNavigator

Britvic has introduced Robinsons Fruit Shoot Concentrate, said to be the only drink concentrate in the U.S. containing fruit juice. "Given the popularity of concentrated fruit drinks in Europe, we think there is a real opportunity to create the category in the U.S. market," said marketing vice president Fiona Marshall. Fruit Shoot ready-to-drink products are available in 30 states; the concentrate will launch in Alabama before the company considers rolling it out in other states.

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