Soft drinks manufacturer Britvic is launching a Taste of Summer portfolio promotion for retailers to inspire shoppers to ‘shake up’ their routines.

‘Significant investment’ has been put into the category as part of Britvic’s focus on the impulse and convenience channel, as well as supporting Lipton Ice Tea, Drench Juicy Spring Water, 7UP and Tango.

Research revealed that 75% of soft drink sales take place between March and October with the sector currently worth £2.5bn and in 8.5% growth in the UK.

The Taste of Summer campaign will run throughout June and July with POS available including free standing display units, chiller tools and posters.

“The campaign will inspire choice and disrupt the purchase decision with exciting POS designed to encourage shoppers, who default to their standard purchase, to buy into one of these great tasting brands,” said GB marketing director Jonathan Gatward.

“We want to support the popular single-serve segment and offer those choosing a soft drink as a refreshing but fun alternative this summer with a choice of four great brands. The investment into our latest cross-portfolio activity continues to demonstrate our commitment to the convenience and impulse channel, ensuring that retailers are making the most of the on-the-go soft drinks opportunity.”