Britvic has launched a new TV ad in the UK for its Robinsons Fruit Shoot range.

The 30-second "It's My Thing" spot first aired on Saturday and will run until the end of May, Britvic said yesterday. The ad shows three children who "find their passion" in different sports and pastimes.

The ad comes as the UK tomorrow implements a sugar tax that will add a levy to certain soft drinks that contain more than 5g of sugar per 10cl. Drinks that contain more than 8g of sugar per 10cl face a higher tax. Reformulations in the past few years have taken many of Britvic's soft drinks under the sugar tax threshold including moving all Robinsons products to no-added sugar. In October last year, Britvic launched Robinson Fruit Creations and Fruit Cordial, two premium cordial lines that also fall under the threshold of the sugar tax.

Two months ago, the company launched a website that looked to prepare UK retailers for the sugar tax. The site, SensationalDrinks.com, includes tools such as a profit calculator that details the financial impact of the levy and advice on how to optimise sugar free ranges.

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