Britvic plans to launch new packaging and advertising for its 7-Up brand in the UK to promote a healthier image through its 7-Up Free variant.

The company said today (30 May), that it has invested GBP1.8m (US$3.55m) in its campaign, which is targeted at women aged 35-44, who tend to purchase drinks for the whole family.

Britvic said that the new design will emphasise that 7-Up Free does not contain sugar, preservatives, colourings and caffeine and focus primarily on the natural lemon and lime flavours.

The campaign will run from May until the end of August.

Britvic marketing director Andrew Marsden said: "Whilst this new initiative on 7-Up is reflective of the consumer trend toward health and well-being, it also highlights the importance of taste and refreshment for consumers."

The soft drinks company, which earlier this month purchased C&C's soft drinks business in Ireland and Northern Ireland, has recently seen its rating upped to 'buy' from 'hold' by Citigroup. The broker also increased its price target for Britvic to GBP4.25 from GBP3.35 following the acquisition.