Tough Mudder Inc. Teams Up With Britvic To Launch A Unique International Children's Event: Fruit Shoot Mini Mudder

Photo - http://photos.prnewswire.com/prnh/20150130/172660
Photo - http://photos.prnewswire.com/prnh/20150130/172659

As part of a three-year international partnership, 2015 will see Fruit Shoot Mini Mudder events hosted alongside existing Tough Mudder and Mudderella events across the US, UK and Ireland , with expansion to additional regions and event formats planned for 2016/2017.  Each course will run about a mile long, consisting of four laps around a loop featuring exhilarating new obstacles designed custom for children, including:

A new addition to the Tough Mudder Inc. family of brands, Fruit Shoot Mini Mudder joins Tough Mudder, a 10-12 mile military-style obstacle course challenge, and Mudderella, a 5-7 mile obstacle course experience designed for women, by women. The launch of Fruit Shoot Mini Mudder ties into the recent announcement of "Tough Mudder Redefined," a new initiative updating and expanding Tough Mudder Inc.'s offerings to bring the Company's values of teamwork, courage and fun to an even wider audience.

As with Tough Mudder and Mudderella events, Fruit Shoot Mini Mudder courses will be untimed, encouraging children to focus instead on trying new things, building friendships and working as a team. While past Tough Mudder and Mudderella events have included a few obstacles for children, Fruit Shoot Mini Mudder will reinvent the entire experience.

"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 turnout 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 Fruit Shoot Mini Mudders on course."

Matthew Barwell , CMO, Britvic, commented: "Fruit Shoot is committed to encouraging kids to play and promoting active lifestyles with a sense of adventure. We carried out research amongst kids , which revealed that children have little access to outdoor adventures; yet taking part in activities that challenge them and give them a sense of achievement appeals to them the most. We approached Tough Mudder with the idea of co-creating a unique event that would help get kids out and active and inspire their adventurous sides, just like they have done with adults. We have ensured kids are front and center of the event, working closely with kids in the US and UK to create the Fruit Shoot Mini Mudder experience, from designing their ultimate obstacle to putting each one to the test."

The first Fruit Shoot Mini Mudder event will debut in the US at Tough Mudder Gulf Coast on March 7 near Pensacola, Florida , and the first UK event will take place on May 2 & 3 near Henley, Oxfordshire. For more information on the event series, visit www.toughmudder.com or www.mudderella.com and www.fruitshoot.com/minimudder. Participant and spectator registrations are now open.

The Pineapple Lounge Ltd carried out extensive qualitative research with kids in the UK and US between September - November 2014 . The findings from co-creation workshops with 8-12 year olds were used to guide the development of the program. 

Tough Mudder Inc. was founded in 2010 by Will Dean and Guy Livingstone . Dubbed "Probably the Toughest Event on the Planet," each Tough Mudder endurance challenge tests participants' toughness, fitness, strength, stamina, mental grit and teamwork. In 2015, Tough Mudder will host more than 60 events in countries worldwide. For the schedule of 2015 event dates and locations, visit www.ToughMudder.com. To join the conversation, follow Tough Mudder on Facebook at facebook.com/toughmudder, on Twitter @ToughMudder, and on Instagram @Tough_Mudder.

Mudderella, LLC was founded in 2013 and is headquartered in Brooklyn, NY . Mudderella events are obstacle course challenges that empower women to "Own Your Strong" as they take on 12-15 obstacles testing balance, strength, agility, endurance, willpower and overall fitness. The 5-7 mile long courses are untimed and encourage teamwork and fun above competition. Mudderella believes in three truths: 1) You are stronger than you think you are, 2) There is more to life than going to the gym and 3) You deserve an awesome experience. In 2015, Mudderella will more than double in size with 15+ events. To learn more, visit www.Mudderella.com.

Britvic is one of the leading branded soft drinks businesses in Europe . The company leverages its own leading brand portfolio including Robinsons, Tango, Drench, J2O and Fruit Shoot as well as PepsiCo brands such as Pepsi, 7UP and Mountain Dew which Britvic produces and sells in Great Britain ("GB") and Ireland under exclusive PepsiCo agreements. Britvic is the largest supplier of branded still soft drinks in GB and the number two supplier of branded carbonated soft drinks in GB. Britvic is an industry leader in Ireland with brands such as MiWadi and Ballygowan, and in France with brands such as Teisseire and Moulin de Valdonne. Britvic is growing its reach into other territories through export, licensing and franchising arrangements. Britvic is listed on the London Stock Exchange under the code BVIC. www.britvic.com.

Carol Gottshall , Media Relations Manager, Tough Mudder Inc.
carol.gottshall@toughmudder.com

Mercedes Harvey
Hill + Knowlton Strategies
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Becky Johnston
Hill + Knowlton Strategies
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