Britvic Soft Drinks has announced a refresh of its Robinsons Fruit Shoot Hydro range of flavoured spring water drinks.
The update will include changes to both the product and the packaging to reposition Hydro as the go-to flavoured spring water brand for children. Hydro has also been reformulated to improve the fruit flavours, while reducing the sweetness. The range will appeal to parents who want to give their children a refreshing drink without the sugar, but don’t want to compromise on taste, Britvic said.
New packaging will also help to communicate the reformulation by driving the refreshment message to ensure strong standout on shelf. These changes will include an enlargement of the name Hydro, a fresher looking splash, more fruit cues and an on-pack flash highlighting the new fruity taste.
Available from mid-August, the launch of the new range will be perfectly timed to hit shelves for the start of the new school term in the UK at the beginning of September. It will be available in blackcurrant, orange and pineapple, and apple and raspberry variants with recommended retail prices of £2.39 for a pack of four, and £3.25 for a pack of eight.
Britvic Soft Drinks brand director for stills and future brands Kirsty Hunter said: “We understand the importance of producing refreshing drinks that taste great but also fulfil parents’ expectations. Benefitting from improved fruit flavours, as well as reduced sweetness, we’re confident that our new Hydro range will appeal to both kids and parents alike. As well as driving awareness of the new formulation, the new-look packaging will create great on-shelf stand out for Hydro and increase sales for our customers for the start of the new school term and beyond.”
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