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Article: Britvic axes children's drink Juice up ahead of sunny delight relaunch.
- Article from:
- Marketing Week
- Article date:
- February 28, 2002
- Author:
CopyrightCOPYRIGHT 2002 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Britvic Soft Drinks is axing its children's soft drink Juice Up ahead of a [pounds sterling]12m relaunch of Procter & Gamble's rival product Sunny Delight.
Category director Andrew Marsden, who oversaw the launch of Juice Up less than two years ago, says: "Britvic has an absolute commitment to innovation, but Juice Up has not performed as well as the other products launched at that time."
He claims that ditching Juice Up will allow the company to concentrate on more successful brands, such as Robinsons Fruit Shoot and the adult on-trade juice drink J20.
A Britvic spokesman says Juice Up is being discontinued because it has not performed in line ...