Robinsons expands Fruit Creations range
Robinsons is expanding its adult‑focused squash portfolio with a new Fruit Creations variant, Strawberry, Cherry & Lime, positioned to elevate flavour expectations and drive premiumisation within the category.
The launch lands in grocery this week with an RRP of £2.49 for a 1‑litre bottle, strengthening the brand’s push into more sophisticated, grown‑up taste profiles.
The new Strawberry, Cherry & Lime combination builds on Robinsons’ strategy to offer bolder, more complex fruit pairings tailored to adults seeking a premium soft‑drink experience at home.
The Fruit Creations range is already known for delivering twice the fruit and more intense flavour than the core line-up, with blends crafted specifically for grown‑up taste buds.
This latest addition continues that trajectory, offering a layered, tangy‑sweet profile that sits comfortably alongside food, works as a non‑alcoholic alternative for evening occasions, and supports the broader trend toward elevated at‑home drinking rituals.
Robinsons remains one of the UK’s most recognisable squash brands, and its adult‑oriented innovations are designed to unlock incremental sales by broadening usage occasions.
According to Clare Brosnan, brand marketing director for Robinsons at Carlsberg Britvic, the aim is to “offer choice within adult squash occasions and help drive retailers’ sales within the category.”
With one in two households already buying berry‑flavoured squashes annually, the new variant taps into an established consumer preference while refreshing the shelf with something more premium.
The launch aligns with a wider shift toward adult soft drinks — products that deliver complexity without alcohol, support moderation trends, and elevate everyday hydration. Premium squash has become a quiet growth engine in this space, offering:
- More sophisticated flavour combinations
- A lower‑sugar, lower‑calorie alternative to ready‑to‑drink soft drinks
- A versatile option for both everyday hydration and evening wind‑down moments
Robinsons’ continued investment in the Fruit Creations line signals confidence in this segment’s long‑term potential.
