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Britvic's CEO has said it is trialling its dilute brands in the US, but the focus remains on Fruit Shoot after securing nation-wide distribution.

Britvic released its H1 results today

Britvic released its H1 results today

Speaking to analysts, following the release of first-half results today (21 May), Simon Litherland revealed that the single-serve Fruit Shoot is now available from about 84,000 distribution points across the US. The ramp up comes just three years since the single-serve children's drink was first tested in the country through a partnership with an Alabama bottler.

“We are delighted with the progress we have made and the speed with which we've made it,” Litherland said. “The national distribution is a significant milestone.”

Litherland added that tests on dilutes in the US are “on-going” but that there is still room for expansion with Fruit Shoot, which he claimed is driving growth in the children's single-serve category.

“There's still significant distribution potential for single-serve and a continued opportunity to build consumer awareness and penetration in the short term,” he said. “We will continue to test multi-packs, while expanding our supplier footprint.”

Litherland said Fruit Shoot's success is partly down to a lack of innovation and investment in the children's soft drinks category. “What Fruit Shoot is demonstrating time and time again - and this is also true in France - is that it doesn't just take share but it grows the category, which is important for retailers,” he said.

In today's H1 results, Britvic's net profits climbed by 11%, with sales up 5%. A climb in H1 volumes and sales for GB carbonates was partly down to increased promotions on two-litre colas from Coca-Cola Enterprises (CCE) in the prior year comparable, Litherland said. CCE has since withdrawn its two-litre offerings in exchange for 1.75-litre PET bottles.


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