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Britvic has responded to parents who have criticised advertising's use of stereotypical, one-dimensional "perfect" children and families.

According to the brand owner, pressures from society are also limiting children’s ability to express themselves and preventing them from finding the thing they really love.

To counteract these concerns, Fruit Shoot's campaign uses real kids doing what they’re passionate about.

The campaign runs across TV and social, including the brand's page, which is being used to share ideas that encourage kids to be more creative and active.