- From February 2024, Britvic will start to roll out a new drinking sports style cap across Fruit Shoot bottles
- Just the cap is changing. The great tasting drink will remain exactly the same as before
- Fruit Shoot has partnered with the National Autistic Society to launch a support programme, helping neurodivergent people navigate the change
With children across the UK drinking Fruit Shoot regularly, it’s important all fans of the drink can continue to enjoy it, even with the upcoming change.
To ensure maximum support is in place during this transition, Fruit Shoot has partnered with the National Autistic Society on the communication of this change, to help neurodivergent consumers – an audience it knows may find a change of this nature particularly challenging.
The new cap is made from one piece of plastic rather than three separate pieces made from three different types of plastic – making it much easier to recycle. As well as environmental benefits, the new tethered cap can be easier for smaller hands to drink from, and the design helps keep the spout clean between uses.
There are no changes to the drink itself. The liquid remains exactly the same. It will taste, smell, feel and look the same.
Launching their collaboration, Fruit Shoot and the National Autistic Society have created freely available online resources for families to use at home and on-the-go, to help explain what is changing and why, to neurodivergent children and adults, who are more likely to struggle with the change.
The resources are available on the Fruit Shoot website and include a short video and a social story booklet.
James Lomax, Brand Lead at Fruit Shoot, said: “In 2021 we made the change from coloured plastic to clear bottle formats, and were made aware that this change impacted some of our consumers more than others.
With Fruit Shoot being a staple in many family routines, we want to ensure we are supporting all parents and particularly those with neurodivergent children, ahead of the upcoming roll out of the new sports cap. We wish to reiterate, just the cap is changing. The liquid is exactly the same.
By introducing these tailored resources, we hope the transition from our current design to the new cap is as seamless as can be.”
Peter Watt, Managing Director of National Programmes at the National Autistic Society, said: “For autistic children and adults, a sudden unexpected change to everyday life can be hard. By producing assets such as social stories we can help to prepare children and adults for changes ahead of time and aim to minimise disruption to routines. The National Autistic Society is pleased to be working with Fruit Shoot to support this transition.”
The launch of the sports cap and its associated autism-friendly materials is part of Fruit Shoot’s wider support programme, set up to empower everyone to enjoy life’s everyday moments. The programme aims to create a more satisfying product experience and make a difference to the lives of neurodivergent people. The Britvic-owned brand is engaging several influencers, popular within neurodiverse communities, to ensure the cap change message reaches as many families and individuals who may be affected by the change, as possible.
For more information about the National Autistic Society, please visit autism.org.uk
Notes to editors
The support programme created includes a social story booklet and a short video explaining the transition from the current caps to the new sports style caps showcasing different scenarios Fruit Shoot drinkers might encounter as the roll out begins. This includes what the Fruit Shoot drinking experience might look and feel like at home or out at the park, or when they go to hospitality outlets, where the old caps will remain on some bottles for a few months. Both the video and booklet are available to view and download from the Fruit Shoot website.
From July 2024, it will be a legal requirement in the European Union to have tethered sports style caps on all single use plastic drinks bottles, making them easier to recycle. As Fruit Shoot is sold in EU countries Ireland and France as well as the UK, the Fruit Shoot brand will be introducing a sports cap to its core multipacks of Fruit Shoot from February 2024. This change will then be implemented across further bottles in March 2024 before being introduced on all bottles in market by the end of November 2024.
About the National Autistic Society
- The National Autistic Society is the UK’s leading charity for autistic people.
- We are here to transform lives, change attitudes and create a society that works for autistic people.
- Since 1962, we have been campaigning for autistic people’s rights and providing support and advice to autistic people and their families.
- To find out more about the charity and autism, visit autism.org.uk
About autism
- Autism is a lifelong disability which affects how people communicate and interact with the world.
- At least one in 100 people are autistic which means more than 700,000 people in the UK.
- Autistic people have a range of strengths and challenges. For example, some autistic people also have a learning disability and may need support with daily tasks like washing, cooking or exercising. Other autistic people are in full time work and may benefit from reasonable adjustments.
- Autistic people may:
- Face challenges with communication and social interaction
- Be under- or over-sensitive to sounds, touch, tastes, smells, light and colours.
- Have highly focused interests or hobbies.
- Have repetitive or restrictive behaviour.
- Experience intense anxiety around unexpected change and social situations.
- Experience ‘meltdowns’ or ‘shutdowns’.
- Read The National Autistic Society's guidance on how to talk and write about autism.
For more information or images, please contact the Britvic team on group.britvic.consumer@cirkle.com or 01494 731750
