Tuesday, February 24, 2015


Britvic PLC launches a multi-territory partnership with the leader in adventure obstacle courses, Tough Mudder Inc., to introduce a custom obstacle course for children aged 7-12.  The partnership aims to inspire children to explore their adventurous side – and to get outside, get muddy and have fun.

As part of a three-year international partnership, the Fruit Shoot Mini Mudder events will be hosted alongside existing Tough Mudder events across the U.S. in 2015, along with events in the UK and Ireland. Expansion to additional regions and new event formats are planned for 2016/17.

According to Britvic’s research with children’s focus groups1, children today have limited access to outdoor adventures, yet seek these kinds of activities that challenge them and provide a sense of achievement. The Fruit Shoot Mini Mudder courses offer kids a unique opportunity to make new friends, learn teamwork and tackle their very own challenge. Each course is a mile long, consisting of four laps around a loop featuring exhilarating obstacles designed especially for children, including:

  • Gooey Shoes: Get your shoes tied tight and take a shot to walk across a slimy slippery surface without slipping, sinking or sticking to the ground! Move quick or you’ll be stuck behind.
  • Secret Agent Squeeze: An international boy or girl of mystery? Sharpen your spy skills and get a super stretch to try and slip through the cracks of the ‘laser’ maze.
  • Mount Mud: Watch your parents on the big course and want to get in the Mud? Climb, slosh, slip, and squirm your way over the grand finale Mount Mud Hill, featuring an exciting Fruit Shoot slide into the mud to claim your headband after finishing the course.

At the finish line, participants will be rewarded for their adventurous spirit and deemed “Fruit Shoot Mini Mudders” with an official headband and a Fruit Shoot beverage to refresh. Fruit Shoot beverages help keep active kids hydrated on-the-go to fuel fun and outdoor adventures. Made with real fruit juice, no artificial flavors and no high fructose corn syrup, in both Regular and No Sugar Added varieties, Fruit Shoot offers great tasting refreshments kids love, with a re-sealable sports cap that helps kids stay active for longer.

Following the Fruit Shoot Mini Mudder events, parents will be able to instantly download, email or share photos of their Mini Mudders’ favorite muddy moments.  The photos will be captured along the course via Gameface technology and available at www.fruitshoot.com/minimudder.
Paul Basford, Vice President, Britvic Americas Ltd., commented, “Fruit Shoot is committed to fueling kids’ imaginations and providing them opportunities to develop their sense of adventure. The Tough Mudder partnership aligns with Britvic’s mission for Fruit Shoot and is a natural fit as we look for exciting ways to engage children in adventurous lifestyles. We’re thrilled to give kids a reason to get outside and get muddy as we kick off the events across the United States this spring and summer.”

“We are excited to announce our partnership with Britvic and to begin to roll out Fruit Shoot Mini Mudder courses at our events in 2015,” said Will Dean, CEO and Founder of Tough Mudder. “Given the high family turn out and participation at our events, it was a natural fit to work with Britvic to enhance the on-site experience for children and their guardians. Our obstacle innovation and engineering teams have worked closely with Britvic for the past year to perfect the event, and we’re looking forward to welcoming our first Mini Mudders on course.”

The first Fruit Shoot Mini Mudder event will debut in the U.S. at Tough Mudder Gulf Coast on March 7 near Pensacola, Florida.  For more information on the event series, visit www.fruitshoot.com/minimudder. Participant and spectator registrations are now open for U.S. events, with more to open in the coming weeks. 

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