The new format will be rolled out from the end of March and will be supported by an ATL campaign in May.
Kevin McNair, GB marketing director, Britvic Soft Drinks, explained: “Healthy hydration are the buzzwords in the soft drinks category at present as the trend for healthy living continues but it’s important to remember that consumers are not willing to forgo taste for health in soft drinks – and nor should they.
“With Drench, they don’t need to decide between great taste and refreshment as the new campaign points out so it’s a great choice for adults looking for an alternative to juice and a more appealing option than water.
“With the introduction of the new 500ml PET format for Drench Sparkling, there’s now even greater choice for consumers, which is ultimately what we at Britvic aim to provide, and we are confident that this will benefit our trade customers in turn as they maximize the on-the-go opportunity.”
The new Drench Sparkling 500ml PET bottle format will be available in cases of 12 and 24 bottles. They will also be available in £1 price-marked packs.