britvic case study
Marketing: An Introduction
Case Study — Britvic
Background
Founded as the British Vitamin Products Company in the mid-nineteenth century in the market town of Chelmsford in Essex, the company changed its name to Britvic in 1971. The company began as little more than a home business run from a chemist’s shop. Soon the company was producing all kinds of soft drinks, including lemonades, mineral waters, tonics and non-alcoholic ales.
It wasn’t until 1938 that the Britvic range of juices that we know today were first produced — thanks to Ralph Chapman, owner of the British Vitamin Products Company. Recognising that the Great Depression in the UK meant that many of his poorest customers needed an affordable source of Vitamin C, he found a way to bottle fruit juices so that they stayed fresh for longer without the addition of preservatives. His juices were sold in small glass bottles which ensured easy transportation. The idea was immediately successful but it was only in 1949 that the Britvic brand was formally launched into the marketplace. In the years following the Second World War, Britvic went from strength to strength, building a modern factory in its hometown of Chelmsford. In 1971, the British Vitamin Product Company formally changed its name to Britvic in recognition of its leading brand’s appeal. In 1986, Canada Dry Rawlings came together with Britvic to form Britvic Soft Drinks. The company went on to buy the Tango brand from Beechams and acquire the UK franchises of Pepsi and 7UP. In 1995 Britvic added Robinsons to the fold and acquired Orchid Drinks, famous for its Amé, Aqua Libra and Purdey’s Brands in 2000. Britvic acquired the UK and Irish rights of the energy drink Red Devil in 2002. In 2004, Britvic acquired Pennine Spring. Britvic is now the number two branded soft drinks business in the UK after Coca-Cola Enterprises Ltd and is the number one supplier of branded still drinks in the UK. Britvic has manufacturing plants in
Case Study — Britvic
Background
Founded as the British Vitamin Products Company in the mid-nineteenth century in the market town of Chelmsford in Essex, the company changed its name to Britvic in 1971. The company began as little more than a home business run from a chemist’s shop. Soon the company was producing all kinds of soft drinks, including lemonades, mineral waters, tonics and non-alcoholic ales.
It wasn’t until 1938 that the Britvic range of juices that we know today were first produced — thanks to Ralph Chapman, owner of the British Vitamin Products Company. Recognising that the Great Depression in the UK meant that many of his poorest customers needed an affordable source of Vitamin C, he found a way to bottle fruit juices so that they stayed fresh for longer without the addition of preservatives. His juices were sold in small glass bottles which ensured easy transportation. The idea was immediately successful but it was only in 1949 that the Britvic brand was formally launched into the marketplace. In the years following the Second World War, Britvic went from strength to strength, building a modern factory in its hometown of Chelmsford. In 1971, the British Vitamin Product Company formally changed its name to Britvic in recognition of its leading brand’s appeal. In 1986, Canada Dry Rawlings came together with Britvic to form Britvic Soft Drinks. The company went on to buy the Tango brand from Beechams and acquire the UK franchises of Pepsi and 7UP. In 1995 Britvic added Robinsons to the fold and acquired Orchid Drinks, famous for its Amé, Aqua Libra and Purdey’s Brands in 2000. Britvic acquired the UK and Irish rights of the energy drink Red Devil in 2002. In 2004, Britvic acquired Pennine Spring. Britvic is now the number two branded soft drinks business in the UK after Coca-Cola Enterprises Ltd and is the number one supplier of branded still drinks in the UK. Britvic has manufacturing plants in