Britvic’s dairy drink failing

UK – Britvic, the soft drink manufacturer, is seeing sales of its new Freekee Soda milk drink falter, according to market analyst Datamonitor.

The drink is aimed at ‘tweenage’ ten to13 year-old consumers, a market particularly difficult to crack, according to Datamonitor. The company said that disappointing sales performance is causing retailers to review the product, which suggests that Britvic may be relying too heavily on out-dated notions of how to effectively target ten to 13 year olds.

Current marketing tactics have tried to make the product appear cool and fun, two vital propositions of any product for this market. The approach includes a Freekee Soda website, mainstream TV advertising and sampling campaigns.

The UK drink has been backed by a

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