Founded in the mid-19th century as a home business run from a chemist's shop in Chelmsford, Essex, the British Vitamin Products Company began life selling different kinds of soft drinks, including lemonades and mineral waters. But the Britvic fruit juice brand did not formally emerge until just after the second world war. The juices were developed by Ralph Chapman, the company's owner, following the depression of the 1930s, and were aimed at poor customers looking for an affordable source of vitamin C. Today, Britvic sees itself as more than just a supplier of fruit juices and is targeting product innovation and creative packaging as drivers of growth. "The product has to deliver against its promise," says Paul Moody, managing director of Britvic. "But the packaging is important and the brand position is important."
