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Smoothie operator

04 February, 2008
Page 44 
Britvic is relaunching its PJ's Smoothies brand with lower price points and a focus on four key flavours in a bid to attract new consumers to the category.
In a recent survey, price was named as the biggest barrier to smoothie consumption for 42% of consumers. By removing this barrier, Britvic aims to open up the smoothie market.The repositioning follows a series of successful trials conducted last year which saw sales more than double when 1ltr cartons were pricemarked at £1.99.The new price points have been achieved by focusing on four flavours with broad market appeal.To help retailers capitalise on this opportunity, Britvic is giving readers the chance to win a case of each variant: apple, kiwi & lime; orange, mandarin & guava; strawberry, apple & rhubarb; and strawberry & banana. Ten prizes are up for grabs.