Britvic has launched a fresh advertising campaign for Robinsons Fruit Shoot after bowing to consumer demand to remove artificial flavours and colours from the product.

The UK soft drinks group has decided to run a domestic print campaign from now until the end of January. The campaign comes just weeks after Britvic removed sodium benzoate from Robinsons Fruit Shoot to meet demand for more natural products.

A Britvic spokesman said that, with health issues becoming increasingly important in the UK, the removal of sodium benzoate is vital in convincing parents that Robinsons Fruit Shoot is good for the health of their children.

"There are so many issues on the radar of consumers at the moment, for example vending machines and the regulations from Ofcom, that companies are ensuring that their products are suitably sized and suitably formatted," he told just-drinks today (21 November).

The ads, which will carry the strapline: "You can say yes to Fruit Shoot because we've said no to artificial colours and flavours", will run in UK women's magazines and Sunday newspaper supplements.

The spokesman acknowledged that more companies were launching healthier products marketed at children but said Britvic was "very comfortable" with its position in the category.

He added: "We have the number one kids' juice drink, we're well ahead of the category and still in growth."

During the summer, Britvic launched a marketing campaign for Robinsons Fruit Shoot in the Netherlands. The spokesman said the product had been "well received" there but said Brtivic would be cautious about rolling the brand out across Europe.

"We would look at opportunities to expand but the market has to be right for us to do so. If you look at Scandinavia and you look at the squash category in Denmark for instance, it's very different to over here."