2017-09-08
UNITED KINGDOM
High aspirations at Britvic
With a strong presence in its core markets, Britvic prepares for global expansion.
With the acquisitions of Irish soft drinks division of C&C, French Fruité Entreprises, Brazilian Ebba, and Brazilian Bela Ischia, British-based soft drinks producer Britvic clearly demonstrates to the world its ambitious plans for the future. The company has a broad portfolio of market-leading brands such as Robinson’s, Fruit Shoot, J2O, Tesseire and Maguary, and is also the bottling partner for Pepsico for the UK and Ireland.
Britvic has a clear strategy to grow. As a soft drinks company, one of its main objectives is to take a leading role in addressing the public health agenda. For some years, the company has worked on product innovation to help consumers make healthier choices and significantly reduce sugar content in its products. Today, more than 68 per cent of its products are exempt or below the UK sugar levy threshold. This will go up to 94 per cent of its own brands by April 2018 when the levy will be implemented. One other key factor going forward is to ensure the company’s production capacity matches its growth aspiration.
In 2016 Britvic identified a clear need to upgrade its processing equipment in two of its factories, the Beckton site in East London and the production site in Rugby. “We would like to reduce the risks of old equipment where we can,” says Robert Wolfe, Senior Category Manager CapEx & Operations, Britvic Soft Drinks. “We reached a point where our old production lines were too unreliable. We also need to ensure our production capability is available in more than one factory.”
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