April 30/Dublin -- Britvic Worldwide Brands, global beverage company, announced the debut of Robinsons Fruit Shoot Concentrate in Birmingham and throughout Alabama. Robinsons Fruit Shoot is the number one kids drink brand in the U.K., and Britvic, along with premier bottler Buffalo Rock, is now bringing the novelty of a concentrate to families in the United States.

“Fruit Shoot has been a great addition to the Buffalo Rock beverage portfolio and we have realized significant success in the 10oz bottles. We look forward to continued share growth in the fruit drink category with the addition of the multi-serving concentrate package,” said Matthew Dent, president and chief operating officer at Buffalo Rock.

Robinsons Fruit Shoot Concentrate has no artificial flavors or high fructose corn syrup, and claims to be the only concentrated drink in the U.S. that contains real fruit juice. The unique delivery of a concentrate gives parents control of the juice flavor and also offers them more value with each one-liter bottle containing 20-plus servings. To help consumers measure the amount of Fruit Shoot Concentrate they are mixing with water, either by the glass or pitcher, the packaging conveniently includes a cap that can be used to measure the perfect amount.

For the first time in the U.S., Britvic is supporting the Robinsons Fruit Shoot brand with television advertising, themed “Fuel Your Imagination,” which promotes Concentrate and gives retailers good reason to stock-up. In-store activations have been revamped with vibrant new graphics and feature both Concentrate and ready-to-drink products in order to give consumers the full Robinsons Fruit Shoot experience.

“This is an exciting year for Britvic and the Robinsons Fruit Shoot brand, and we are delighted to be introducing Fruit Shoot Concentrate in the U.S. with the help of our trusted partner Buffalo Rock,” said Jim Reade, president at Britvic Worldwide Brands Ltd. “We expect the Fruit Shoot brand to continue to thrive in the U.S. and now the addition of Concentrate rounds out our product line with an at-home offering to complement our ready-to-drink product already in market.”

While Robinsons Fruit Shoot Concentrate is a new addition to the beverage aisle in Alabama, the brand’s on-the-go bottles have enjoyed success in the U.S. since being introduced in the southeast region back in 2010. Fruit Shoot ready-to-drink is currently available in 30 states.