Britvic Soft Drinks has unveiled new sophisticated packaging, a fresh communications campaign and reformulated the recipe of its juice drink brand, Drench.
The refresh of the brand will see the launch of new 500ml packaging with a modern design, supported by a high-impact communications campaign to drive consumer awareness of the new products. An improved recipe – featuring no artificial sweeteners, colours or flavourings – will feature alongside the other changes, mixing together juices and spring water for “a generous flavour hit”.
Through its continued use of naturally sourced stevia sweetener, the drink has also been reformulated to contain less sugar than before, in response to changes in consume preferences. Available from mid-April, two new flavours – peach and mango, and strawberry and lime – will join the reformulated pear and blueberry variant, all of which have been specially developed in line with consumer feedback and in a bid to appeal to grown-up tastes.
Kevin McNair, GB marketing director for Britvic Soft Drinks, said: “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.
“Adults tend to over index in the lunchtime occasion purchasing more than 11% [above the] average, making drench the perfect partner in meal-deal and cross category promotions. Retailers should stock up on the new Drench packs now to ensure they’re meeting the needs of 30+ consumers and not losing out on valuable sales opportunities.”
The relaunch is being supported by a £2 million consumer campaign which will see national outdoor and in-store activation launching in June to drive further interest and awareness of the brand and its revitalised offering.
Cases of 12 or 24 500ml bottles of each new flavour will be available from mid-April in both plain and £0.99 price-marked formats, Britvic revealed.
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