Britvic has marked a significant increase in profits and sales, attributed to its strategic innovations and brand expansions.
In the financial year ending 30 September, Britvic’s earnings before interest and tax surged by 14.9%, reaching £250.9 million. This achievement was underpinned by an 8.6% rise in sales, totalling £1.8 billion, and a modest volume growth of 3.1%. The company’s success was driven by organic growth and the strategic acquisition of brands like Extra Power and Jimmy’s Iced Coffee.
Significant growth was observed in some of Britvic’s emerging brands. In particular, Plenish, a plant-based milk and shots brand acquired three years ago, exhibited more than a 101% increase in sales. This success is attributed to expanded distribution, increased sales rates, and innovative product developments, including the Plenish Shots range with new flavours like Mango Sunshine and Beet Balance.
Jimmy’s Iced Coffee also saw growth, with a 15% increase in brand value over 26 weeks, significantly outpacing the category growth of 1.7%. The brand introduced a new product in collaboration with Myprotein and expanded its range with a larger packaging size and a seasonal Cinnamon Roll flavour.
Meanwhile, Britvic’s more established brands launched creative new products. Pepsi introduced a limited-edition Pepsi Electric, characterized by its blue citrus cola, while Tango released a sugar-free Cherry flavour. Robinsons also innovated with new cordials in Elderflower and Ginger & Orange flavours, along with a collaboration for limited edition drinks themed on the movie adaptation of ‘Wicked’.
Paul Graham, Britvic GB’s managing director, emphasized that the company’s growth strategy relies on leveraging both established and emerging brands. He highlighted the importance of a strong operational framework and efficient supply chain management, which supports market delivery and cost efficiency, enabling re-investment into the business.
Britvic’s commitment to healthier consumer options continues, focusing on low-calorie drinks averaging 21 calories per serving. Graham asserts that this shift is consumer-driven rather than a reaction to the UK’s sugar levy, noting that the company’s portfolio was largely compliant with the sugar tax even before its introduction.
Sustainability remains a core aspect of Britvic’s strategy. Its ‘Healthier People, Healthier Planet’ initiative promotes sustainable practices, including a notable power purchase agreement. This deal has facilitated the use of solar energy for 75% of the electricity powering production in Great Britain, contributing to a 35% reduction in carbon emissions.
Marketing is another pillar of Britvic’s growth plan. The company plans to build on successful campaigns, such as the national Pepsi campaign featuring Jack Grealish and Leah Williamson. Future marketing efforts will focus on emerging brands like Plenish, which recently entered television advertising in a partnership with Channel 4.
Britvic is poised for continued growth in 2025 through strategic innovation, brand development, focus on consumer preferences, and sustainable practices.
