Safe return for Britvic’s Fruit Shoot brand

Britvic is reintroducing its Fruit Shoot drink two months after it recalled millions of bottles following an incident of a child choking on a newly-introduced non-spill cap.

The drinks giant will combine the reintroduction with a marketing campaign that will include both TV and print advertising.

Britvic Soft Drinks GB marketing director Jonathan Gatward said: “We’re delighted that we are now able to deliver Fruit Shoot back on shelf so that the brand’s loyal fans can enjoy this popular drink again.

“We’re confident that our heavyweight communication plans will reassure parents that the brand that first created the kids soft drink sub-category is available and here to stay. We’d therefore recommend that retailers get stocked up to take advantage of demand resulting from all our marketing communications to consumers.”

Britvic hasn’t confirmed whether the problem that triggered the recall was the result of a fault with the Magicap design or an issue with a filling line. The problem has cost the company something in the region of £25m, it said.

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