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Britvic introduces Robinsons Be Natural to squash market
Soft drinks company Britvic has launched a new squash innovation within the Robinsons portfolio with the introduction of Robinsons Be Natural – a new range of fruit squashes made from naturally sourced ingredients.
Designed to appeal to mums and kids, the squash innovation contains no artificial preservatives or sweeteners, and is free from artificial colours and flavourings. Robinsons Be Natural is the first everyday squash to be made from naturally sourced ingredients in the UK market.
Being free from artificial preservatives, the new drink must be stored in a refrigerator after opening and should be consumed within three weeks. However, it will be sold in the ambient squash fixture alongside original Robinsons, the UK’s No 1 squash brand, allowing ease of storage for retailers. The slim 600ml plastic bottles provide 17 servings and are designed to fit in the fridge.
Available in three fruit flavours – Orange & Passionfruit, Apple & Strawberry, and Blackcurrant & Pear – Robinsons Be Natural will be on-shelf from the end of March.
Geraldine Phillips, senior brand manager for Robinsons at Britvic, said: “Robinsons has a long history of making delicious squashes, and the current brand range is found in over half of UK households. Robinsons was the first squash brand to respond to consumer demand by removing artificial colours and flavours. Now we’re taking this a step further by creating Robinsons Be Natural – a more natural squash to offer mums increased choice and value so they can give their families the best, and all at just 9p a glass.”
The launch of Robinsons Be Natural will be supported by an advertising campaign which will hit TV screens at the end of April, and will also span print and online.
Source: Britvic
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