Britvic is set to push its Robinsons Smooth Juice in impulse channels after four large UK supermarkets axed the soft drink from its shelves.

Following its launch just 12 months ago, the company said today (9 June) that although the juice category continues to present an "opportunity" for the Robinsons brand, it has now identified a "particularly strong opportunity" in the impulse channel.

"Consumers are increasingly looking for healthy, on-the-go refreshment, and following the launch of the Robinsons Smooth Juice Singles in 250ml format earlier this year, we will be focusing our effort and investment on building the brand's credentials in the impulse market," a spokesperson for Britvic said.

The drinks company said it has gained listings in many impulse accounts including Super Drug and WHSmith Travel.

"Our other new Robinsons Fruit Shoot 100% juice offering has driven incremental growth in the category since its launch last year and we will continue to focus on driving growth in the kids' juice sector," the spokesperson added.

The company did not confirm which supermarkets had axed the drink as just-drinks went to press.