Packaging International News - July 2012

Britvic Recalls Robinsons Fruit Shoot Amid Safety Concerns

Posted by Jack Beresford - Packaging International Reporter on 03/07/2012 - 13:55:00

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British soft drink producer Britvic is recalling bottles of Robinson Fruit Shoot soft drink range that feature a new 'spill proof Magicap' design, amid packaging safety fears.

Fruit Shoot Packaging Recall

The popular fruit drink's new design is being recalled, along with the similarly designed spin-off Fruit Shoot Hydro mineral water range, as part of what the firm is describing as a "precautionary measure". A product recall notice from the company 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."

The drinks firm added that the Fruit Shoot My-5 range was not being recalled, while no other Robinsons products were set to be affected by the decision. Customers were told to return the new 'spill proof Magicap' bottles to their point of purchase, where the retailer would subsequently provide a refund.

In a bid to spread the message to the wider UK public, Britvic has also taken the step of running adverts across the national press informing customers of the recall. All of those who have so far purchased the new Fruit Shoots are also being advised to contact the company's consumer care line on 0800 0321767 for more information.

The development represents a major blow to Britvic's operations, with the Robinsons Fruit Shoot representing one of its most popular brands with children aged four to 11. Figures published on the company's website estimate that it is also the top selling children's fast-moving consumer goods (FMCG) brand worth an estimated £96 million.

'Spill Proof Magicap' Fruit Shoots

Reports meanwhile indicate that though the Food Standards Agency has been made aware of the recall, it has not been involved in the issue which is believed to centre solely on the design of the 'spill proof Magicap' bottle rather than the product itself.

The newly designed Fruit Shoot 'spill proof Magicap' bottle was unveiled earlier this year and featured what the company described as an "easy to open sports cap". It was also applied the Fruit Shoot Hydro range, a new series of spring water-based drinks launched as part of a £2.5 million marketing campaign back in 2011.

No further details on the design fault at the centre of the recall have yet been provided.

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