Britvic overhauls Drench brand


Britvic has revamped its juice drink Drench, with new packaging and a reformulated recipe.

The refresh of the brand will see the launch of new 500ml packaging with a modern design, supported by a communications campaign to drive consumer awareness of the new products. The new and improved recipe, which includes no artificial sweeteners, colours or flavourings, benefits from a combination of juices and spring water.

Through its continued use of naturally sourced stevia sweetener, the liquid has also been reformulated to contain less sugar than before. As a result, the front of pack traffic light labelling on the new variants will be amber.

Available from mid April, the new flavours – Peach & Mango and Strawberry & Lime – will join the reformulated Pear & Blueberry variant.

Kevin McNair, GB marketing director, Britvic Soft Drinks, says, “We know that the typical adult consumer (30+) is leaving the soft drinks category in favour of healthier options such as tea, coffee and water, but still want something tasty and refreshing, so there is certainly a need for a relevant grown-up solution to keep these drinkers in the category.

“We’re confident that the reformulated recipe and extensive development that we’ve put behind the relaunch of Drench will drive sales for retailers in store.”

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