Britvic, a major soft drinks company in Europe, has launched a new Robinsons Fruit Shoot No Added Sugar flavor, Strawbrainy.

Developed exclusively for the US market, the Strawbrainy comes in kid-friendly limited-edition packaging, along with themed activities on the brand’s Facebook page, to fuel kids’ imaginations for the Halloween season.

Britvic North America vice president Paul Basford said: "The new Strawbrainy flavor, with colorful, limited-edition fun packaging, was developed to be a hit with moms and kids alike for the Halloween season.

"Our research and development team leverages U.S. consumer insights to create flavors that appeal to local tastes, and with this latest introduction to our product portfolio, we expect the Fruit Shoot brand to thrive in the U.S," Basford added.

Robinsons Fruit Shoot is available in both no added sugar and regular varieties.

The new No Added Sugar Strawbrainy flavor features strawberry, grape and apple juices and is low in calories, with 15 calories per bottle.

The new flavor will be available in single-serve and six-packs of 10.1 fl oz bottles and has a suggested retail price of $.99 per bottle and $3.99 per six-pack.

Britvic claims that Robinsons Fruit Shoot is made with real fruit juice and contains no high fructose corn syrup.

"By introducing a new flavor with limited-edition packaging, Britvic can amplify in-store marketing with our key retailers during the Halloween holiday season," said Basford.