Britvic is supporting the launch of Juice Up into UK convenience and independent channels with an exclusive pack format.

Britvic also has a £8m promotional support plan including national TV advertising, consumer promotions, press and radio advertising and PR.

"Our TV activity has ensured that 80% of children are aware of the product. The segment is set for long-term growth and our huge support package will ensure that Juice Up fulfils its potential of becoming a 60m litre brand within this sector," said Andrew Marsden Britvic's category director.

"Juice Up's 2000 launch into the multiple grocers sector had a huge impact on the juice drink category. We now want to replicate that success within the key impulse channel," he added.

Other promotional activity includes the development of new point of sale including shelf dividers, shelf wobblers, chiller stickers and posters.

Developed to appeal to health aware mothers and six- to 13-year-old children, Juice Up claims to have at least 17% real fruit juice with calcium and six essential vitamins, no artificial colours and no added sugar.

It will be available from March 19 in a new street size 440ml easy grip pack in all three flavours - Smooth Orange, Cool Berry and Sunshine Tropical. Juice Up is also available in 1.3 litres and 6 x 200ml packs in the multiple sector and in the impulse sector it is available in cases of 12  440ml plastic bottles and has a recommended sale price of £0.75.