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Last updated: 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.
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