Leading soft drinks company Britvic today announced the launch of ‘Juicy drench’, a new, great-tasting juice drink made with drench spring water and 8% fruit juice, containing no artificial colours or flavours.

Juicy drench, is available in three contemporary flavours: Orange & Passionfruit, Cranberry & Raspberry and Blackberry & Apple.  It is available in a single-serve 440ml PET pack with a contemporary brand look in bold colours created to produce impressive shelf standout for retailers.

Juicy drench is designed to fill a consumer gap in the adult juice drinks market by providing a great tasting modern, refreshing, more natural juice drink at an affordable mainstream price consumers can glug back. Listings have been secured so far in Boots, Superdrug, Booker, Bestway, Spar, Nisa-Today, Morrisons and Somerfield. The new drink will be available in convenience outlets, impulse sections of grocery and across the foodservice channel from mid-March.

Juicy drench aims to build on the success of spring water drench which grew 67% in 2008  and continues to bring in new buyers into the water category. A £5.5 million marketing campaign including TV, PR and in-store activity will support the launch.

Leslie Davey, brand director at Britvic said: “Juicy drench is a real step forward in juice drinks and is designed particularly for adult consumers in the on-the-go environment. It’s light, crisp and modern flavours will entice new consumers to the category.

“Currently consumers buy bottled water such as drench for continuous hydration on-the-go – but our research shows they are also looking for something tasty and different and at the right price point to add to their existing repertoire – something which the juice drinks category simply doesn’t provide at the moment. With the benefit of no artificial colours, flavours or preservatives as well as drench spring water and 8% juice, we’re confident juicy drench will provide retailers with a real opportunity for increasing sales in this category by offering consumers the different taste experiences they are looking for.”

In 2008 the juice drinks category was the fourth largest category in the take home channel, worth £169 million  in the impulse channel and £480 million  in the take home channel overall.