Britvic hires The Wire star Idris Elba to win new customers

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Britvic is hoping a tie-up with actor Idris Elba will pull in more health-conscious customers, the boss of the drinks maker said today as he downplayed “sugar-tax” concerns.

The British star of The Wire is the ambassador for its fruity energy drink Purdey’s Edge, which counts as one of your five a day.

Chief executive Simon Litherland said the campaign would appeal to 20-to-35-year-old consumers.

Litherland said growth was still possible despite a proposed tax which could add up to 24p to the price of a litre of fizzy drink.

He told the Standard: “We have been focused on ‘better-for-you’ products for some time.”

The Tango owner revealed it has won a contract to have its products stocked in sandwiches chain Subway in the UK.

Sales rose 5.1% to £678 million in the 28 weeks to April 10.

Source Article from http://www.standard.co.uk/business/britvic-hires-the-wire-star-idris-elba-to-win-new-customers-a3251891.html

May 19, 2016 |
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