Feeling fruity
Britvic Soft Drinks has unveiled a series of innovations to Robinsons in order to strengthen the brand’s position as the UK’s number one squash brand.
Robinsons will be launching a new range of flavours, including: apple, blackcurrant and cherry; lemon and mango; orange and raspberry; and pineapple, mango and passion fruit. Limited edition variants will also be launched later in the year to coincide with seasonal activity.
The brand will also feature a new look, repackaging its range in a design that delivers stronger fruit associations with labels reading ‘real fruit in every drop’.
In addition, Robinsons will now only produce its No Added Sugar variant, effectively removing 6.9 billion calories from the soft drinks category.
Jonathan Gatward, GB marketing director, Britvic Soft Drinks, comments, “All changes to the brand have been developed in consultation with consumers and customers, and are based on a range of insights. For example, we know there is a shift in consumer preferences towards a more balanced diet, which is why we will only sell our No Added Sugar variants and have focused on a real fruit message on the new look packaging.”
