Britvic has launched three new blends of spring water and fruit, called Robinsons Refresh’d, which will launch in the UK this week.
The range of drinks, made from naturally sourced ingredients, will be aimed at busy consumers looking for a slightly different ready-to-drink product.
They will be available in three flavour combinations: raspberry and apple, orange and lime, and apple and kiwi. All of the drinks are free from added sugar and ‘deliver a refreshing burst of flavour’, Britvic said, for just 55kcal in every 500ml serving.
Britvic GB marketing director Kevin McNair said: “We know that healthy hydration is the fastest growing segment in soft drinks, so the opportunity for retailers to stock new and innovative options in this area is clear. Found in at least four out of ten British households, we’re bringing the trusted Robinsons brand name to an on-the-go audience with this exciting launch that is set to shake up the category.
“From our research, we know that Robinsons Refresh’d is the tastiest way for busy consumers to stay refreshed on the go, so retailers should stock up now to boost their soft drink sales with the latest innovation from this leading brand.”
The launch of Robinsons Refresh’d will be supported by a dedicated marketing investment including TV, out-of-home, digital and sampling activity. In-store activation materials and point-of-sales support will also be available to customers to help drive visibility of the product and inspire purchase.
The bold launch marks a step-change for the Robinsons brand, two years after it was forced to remove full-sugar Robinsons products from UK supermarket shelves. The Refresh’d line-up reflects Britvic’s ‘commitment to leading the industry in helping consumers making healthier choices’, the company said.
Robinsons Refresh’d will be available in single 500ml PET bottles from the end of March in cases of 12 and 24, including price-marked packs.
The suggested retail price will be £1.29.
© FoodBev Media Ltd 2017