Case study | caps and closures
Britvic’s trouble at the top
Innovation rarely comes without risk, as UK-based soft drinks fi rm Britvic was reminded in July this year when a widely reported failure of a brand new anti-spill sports closure prompted a costly recall of its leading Robin- sons Fruit Shoot brand. Britvic, owner of the Robinsons and J2O brands and
PepsiCo’s bottler in the UK and Ireland, was only days into the high profi le relaunch of the Fruit Shoot soft drink when reports emerged of a handful of failures with the new Magicap closure design. In a small number of cases, the spout is said to have separated from the closure body during use, according to UK media reports. Faced with the potential risk of a child choking on a
detached component, the company swiftly halted the roll-out and recalled all products already on the market in the UK and Ireland – some 45m units – while it and closure supplier Alpla investigated the problem. Austrian headquartered packaging fi rm Alpla, which
claims global sales of €2.84bn, was supplying the Magicap closure from its UK manufacturing operation.
www.injectionworld.com
Britvic’s costly £25m recall of its Fruit Shoot drinks brand
demonstrates the risk involved in adopting new closure solutions, writes Chris Smith
One week after the recall, the soft drinks fi rm said the
issues with the new closure could not be speedily resolved so it had decided to resupply the market with an alternative “market-proven” closure. The company said the Fruit Shoot brand would be out of the market for six weeks and that resupply would resume only slowly as the supplier of the alternative closure built up its manufac- turing capacity. Britvic has declined to name the new closure supplier but Injection World understands it to be Portola Packaging.
Problems
with its novel Magicap “no- spill” design
prompted a £25m recall
October 2012 | INJECTION WORLD 37
PHOTO: STEPHEN HUNTLEY
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