Britvic is urging retailers to respond to customer demand by giving them choice as its annual report reveals one in three convenience soft drinks sales will be hit by the tax.

The company warned that while there is a growing demand for healthier options, retailers must accommodate to all customers including those who do not wish for low-sugar options.

Britvic's soft drinks report revealed 31% of impulse soft drink sales contain high sugar and 5.7% contain 5g-7.9g of sugar per 100ml. This means that one in three soft drinks sold will be impacted by the soft drinks tax on April 6.

Fifty percent of soft drinks consumers look at sugar content before buying the product, stressing the health trend which continues to rise.

“Those retailers who can embrace the future and understand the implications of the sugar levy, are the ones who will do well responding to the trend,” said Ian Patefield, Britvic director of channel operation.

Zero-sugar cola continues to be one of the bestsellers of soft drinks, which accounted for 76% of the £21m growth within the cola segment.

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