Bickford’s and Britvic join forces

Posted by Josette Dunn on 3rd December 2010

Australian owned beverage company Bickford’s Australia has signed a long term manufacturing and distribution agreement with one of the UK’s largest soft drink companies, Britvic to launch the UK’s number one FMCG kids brand Robinsons Fruit Shoot juice drink into the Australian drinks market.The partnership between Bickford’s and Britvic International Ltd. brings together over 360 combined years of industry experience and expertise, by two beverage manufacturers best known for their innovative and market leading brands.

The agreement has provided Bickford’s, who are based in Adelaide and are famous for their market leading premium cordials and juices, its first foray into the kids drink market and a valuable addition to its 16 brand beverage portfolio. The Bickford’s company continues to move from strength to strength and its recent partnership with Britvic will only assist to grow the company further.

Bickford’s Managing Director, Angelo Kotses says: “We are delighted to be partnering with such a reputable and successful company like Britvic whose history is rich in tradition like Bickford’s. The partnership is a unique opportunity to leverage off both companies’ commercial and operating strengths and increase Bickford’s’ existing presence in the juice market.

Robinsons Fruit Shoot is an international market leading brand which is being successfully launched in several countries outside the UK. In Australia, there has been very little promotion and support of the kids drink category and we believe it’s time for a brand like Robinsons Fruit Shoot to give it a shake-up.”

Britvic International Ltd. Managing Director, Jim Reade says: ” We identified Australia as an important market for the brand some time ago and we were confident that Bickford’s would make a great partner.

“The agreement with Bickford’s represents another key milestone in the internationalization of Britvic’s brand portfolio as part of our program of working with strong partners in key markets. The combination of Robinsons Fruit Shoot’s brand properties and track record in innovation along with Bickford’s strong operating and commercial platform in Australia forms a winning team.”

The Robinsons Fruit Shoot brand’s international success is heavily rooted in delivering on brand and product attributes both kids and mums desire. Robinsons Fruit Shoot has 25% real fruit juice, delivering tasty and fruity refreshment for kids in 3 delicious flavours. Robinsons Fruit Shoot contains no artificial colours, flavours or artificial sweeteners, and comes packaged in a fun, non-spill 200ml sports bottle ergonomically designed for small hands.

The fruit juice drink has been designed specifically for on-the-go kids, and is now available in Woolworths and Coles nationally and is set to drive major growth within a relatively undefined and untapped retail segment.Under the exclusive license agreement, Britvic will retain ownership of the Robinsons Fruit Shoot brand
and support the product’s launch while Bickford’s will manufacture and distribute it within Australia.

There are big plans ahead for the Robinsons Fruit Shoot brand, with Bickford’s and Britvic hoping to emulate the success achieved in the UK market. The launch will be supported by a national marketing campaign, using components of the successful international consumer communications strategy.

Britvic has undergone rapid international expansion through the export and franchise of many of its wholly owned brands. Britvic’s enviable portfolio includes Robinsons, J2O, Fruit Shoot, Tango and Drench.