Britvic has launched a GBP2m (US$4m) radio and outdoor campaign in the UK to draw attention to the fact that its Robinsons Fruit Shoot brand contains no artificial flavours and colours.

The investment, which includes radio advertising until September and outdoor support during May and June, aims to target 90% of housewives with children in the country, the company said yesterday (23 April).

Britvic brand director Jonathan Gatward said: "The campaign will reassure our consumers that they're making the best choice for their children when they choose Robinsons Fruit Shoot.

"It will also benefit our retail partners by prompting purchase of Robinsons Fruit Shoot in the lead up to and during the critical summer period."

Robinsons Fruit Shoot is worth GBP73.5m in the take-home channel and GBP12m in on-premise, Britvic noted.