Britvic has announced plans to introduce a replacement flavour to its J2O range in the UK.

The soft drinks company said today (25 January) that the new flavour, apple & blueberry, will replace its orange & cranberry flavour and will be available in the on-trade from next month and in the off-trade from April.

Britvic sales director Andrew Richards said: "The introduction of the new apple & blueberry flavour will ensure that J20 continues to cater for a range of consumer tastes and social occasions, driving overall purchase frequency and boosting the appeal of the core range."

Richards added: "Ranges need to continue developing and evolving to meet emerging consumer demands and we felt that, six successful years after its launch, J2O orange & cranberry had reached the point of maturity."

The launch of J2O apple & blueberry will be supported by POS and use the tagline 'Not the usual' in an effort to appeal to consumers.

The J2O brand is worth over GBP183m (US$363m) to the on-trade market, while in off-trade it is worth GBP46m, the company said.