Britvic : celebrates brand successes for Pepsi MAX and Refresh’d

31 Jan 2018

- In 2017 Pepsi MAX achieved record market share and Refresh'd was top Soft Drinks NPD -

Britvic is pleased to be celebrating the start of 2018 with success for two of its leading brands; Pepsi MAX ended 2017 with record high market share¹ and Robinsons brand extension, Refresh'd, was the number one Soft Drinks innovation of last year². As consumers continue to prioritise health and wellness and opt for low and no sugar soft drinks, Britvic's recent brand innovations are rising to the challenge of meeting the ever-changing needs of consumers, and driving growth within the category as a result.

Pepsi MAX

Britvic has experienced strong sales growth for Pepsi MAX, which achieved a record market share at the end of 2017³. With its 'maximum taste, no sugar' positioning, Pepsi MAX has been the core focus of all Pepsi advertising in 2017 and in fact the brand has led with its sugar-free variant for several years. The brand has successfully responded to the growing number of consumers looking for low and no sugar options with new flavour innovation within the MAX brand, including Ginger and Cherry. In fact, Pepsi MAX Cherry is now the No. 1 flavoured cola across the Off-Trade⁴. In terms of volume, Pepsi MAX is now the biggest low or no sugar cola across the convenience & impulse sector⁵, signifying the growing demand for great tasting drinks with reduced sugar content, as consumers become more health conscious.

Robinsons Refresh'd

Britvic is also delighted to announce that, according to Nielsen data, Robinsons Refresh'd was named the No.1 soft drinks NPD launch in 2017 and exceeded £7.4m value in retail sales during 2017⁶. Refresh'd is an on-the-go format extension of the No. 1 GB Squash brand⁷, Robinsons.

Available in three tasty flavour combinations - Raspberry & Apple, Orange & Lime and Apple & Kiwi - and containing real fruit and no artificial colours, Robinsons Refresh'd has appealed to health-conscious consumers looking for more interesting and lower sugar fruit drink options.

Paul Graham, GB Managing Director at Britvic, commented: 'This is a key moment for Pepsi MAX, which has been consistently taking market share, in a growing category, for many years now. With consumers increasingly seeking great tasting no and low sugar options, it is great to see how successfully Pepsi MAX is taking advantage of that trend, through new flavour innovations and a bold ATL campaign.

'We're also thrilled that Robinsons Refresh'd has been so well received. By extending the trusted Robinsons name into an on-the-go format, we're able to capitalize on the hydration trend and offer an exciting, new product that's also exempt from the sugar levy.'

Britvic has led the industry in taking steps to help consumers make healthier choices, through a long term and extensive reformulation programme, an innovation pipeline focused on healthier products, and marketing responsibly. These new results demonstrate its commitment to producing healthier products that cater to changing consumer trends and that its portfolio is well positioned ahead of the impending Soft Drinks Sugar Levy when it comes into place in April 2018.

ENDS

Notes to editors:
For further press information, please contact the Britvic team at Publicasity
Email: britvic@publicasity.co.uk
Tel: 020 3757 6800

All reader enquiries should be directed to: Customer Services, Britvic Soft Drinks on 0845 7581781

Notes to editors:

About Britvic: 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. The company combines its own leading brand portfolio including Robinsons, J2O, Drench, Purdey's, Fruit Shoot and R White's with PepsiCo brands such as Pepsi Max, Tango, 7UP and Lipton Ice Tea, which Britvic produces and sells in Great Britain and Ireland under exclusive PepsiCo agreements. Operating in both the 'Take Home' and 'On-Premise' channels, Britvic offers its customers a portfolio of soft drinks to meet every consumer occasion and has a strong track record of delivering successful innovation.

¹ Nielsen Scantrack, Total Coverage, Value Share, 12w/e 09.12.17
² Nielsen Scantrack, Total Coverage, Value Sales, 52w/e 23.12.17
³ Nielsen Scantrack, Total Coverage, Value Share, 12w/e 09.12.17
⁴ Nielsen Scantrack, Total Coverage, Value Sales, 52w/e 23.12.17
⁵ Nielsen Scantrack, Total Impulse, Volume Share, 26w/e 30.12.17
⁶ Nielsen Scantrack, Total Coverage, Value Sales, 52w/e 23.12.17
⁷ Nielsen Scantrack, Total Coverage, Value Sales, 52w/e 23.12.17