Robinsons squash maker Britvic has announced plans to close the factory where the drink has been produced for more than 90 years, putting 242 jobs at risk.
Britvic said it planned to transfer production of Robinsons and another drink, Fruit Shoot, away from Norwich to sites in east London, Leeds and Rugby.
Robinsons squash moved to its factory in the city in 1925. The popular brand is well known to tennis fans through its sponsorship of the Wimbledon Championships.
Chief executive Simon Litherland said: “Britvic is proud to be a British manufacturer and Norwich has been an important site for our business for many years.
“This is not a proposal that we make lightly and we know this is upsetting news for our colleagues.”
Britvic said the aim was to improve efficiency and productivity and the plans would see the site close towards the end of 2019.
Mr Litherland also said there would be environmental benefits and that it was part of wider changes to ensure the company had the “flexibility and capability” to respond to changing consumer trends.
The company said affected employees would be offered support including redeployment at other sites and services to find alternative employment.
Costs related to the closure will be detailed in Britvic’s annual results in November.
The group said it remained committed to a three-year £240m investment in its British manufacturing operations, announced in 2015.