The event will be the launch of the annual 'state of the industry' report by Britvic, the UK soft drinks firm, which owns brands such as J2O and Fruit Shoot and also holds licences to PepsiCo drinks in the country. A large focus of the report is expected to be on innovation in the sector, as drinks makers look to meet consumer demand for healthier, non-carbonated products but also attempt to stem a decline in the fizzy drinks category. A report in last weekend's Sunday Telegraph claimed top soft drinks makers were working on an array of outlandish innovations to kick-start the carbonated drinks sector in the 21st Century. One idea reportedly included a 'turbo fizz' dial on the side of drinks cans, to literally increase or decrease fizz according to preference. Britvic itself saw profits slump early last year after getting caught out by the trend away from carbonated soft drinks. But the firm has since recovered its footing in the market, and is planning to capture more of the rising non-carbonated drinks category by launching Robinsons Smooth Juice and Fruit Shoot 100 per cent juice in the second half of 2007. BeverageDaily will report from the Britvic industry event on Wednesday.