Britvic issues press ads to recall Robinsons Fruit Shoot in safety issue

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Tuesday, 03 July 2012 08:55AM

Britvic has been forced into running a national press campaign and recalling all its bottles of children's soft drink Robinson's Fruit Shoot and Fruit Shoot Hydro, which feature a new cap, due to "safety issues".

Robinsons: recalls Fruit Shoot range

The soft drinks maker will run a national press campaign tomorrow (4 June) to inform consumers of the product recall.

Britvic is recalling the two drinks due to a "packaging safety issue" with the product's new caps, in what it calls a "precautionary measure".

The caps are believed to be the brand’s new "spill-proof magicap", an easy-to-open sports cap.

The drinks are aimed at seven- to 11-year-old children, and have been supported extensively through integrated marketing campaigns.

Fruit Shoot Hydro's launch campaign from April last year featured a child playing a real-life version of a video game.

The recall does not apply to Britvic's other Fruit Shoot variant, My-5.

The soft-drinks maker said that consumers should return the bottles to the place of purchase where they will receive a full refund.

Britvic said: "Britvic Soft Drinks is recalling all Robinsons Fruit Shoot and Fruit Shoot Hydro packs, featuring the new design cap, due to a packaging safety issue."

Britvic Soft Drinks apologises for any inconvenience caused."

Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es

This article was first published on marketingmagazine.co.uk