Launching in June as an ambient range, Robinsons Smooth Juice will avoid having to compete for the more limited space in supermarket chillers.
The one-litre bottles will be available in orange, apple, and apple & blackcurrant flavours. A single serving will represent one of the five daily recommended portions of fruit and vegetables.
Britvic is the first major brand to launch an ambient juice in plastic packaging. The product will be produced on an aseptic production line, so it can be packaged without preservatives.
Ambient juices were hit last year by the rise in popularity of pure juices, bottled water and smoothies; Del Monte suffered a 30.5% drop in sales of its fruit juices to just under £21m, while Ocean Spray saw a 15.7% slump in the 52 weeks to 2 December, according to ACNielsen.
The firm is also revamping its Robinsons Squash line by removing all artificial colours and flavours to improve its taste and aroma. The packs and labels have been redesigned across the range to improve standout. The new formula will be available in store from July.
Robinsons is the category leader with sales worth £191m and a 41% market share. It was the 27th-biggest grocery brand last year, according to Marketing's TNS Worldpanel 2006 Biggest Brands survey.
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