Soft drinks manufacturer Britvic is set to unveil a series of innovations to its Robinsons squash brand, including a pack redesign, as it seeks to further strengthen its market position.
The new design highlights Robinsons’ real fruit juice content and aims to champion its products as “worth paying more for”. It will be accompanied by changes to on-shelf merchandising to establish greater continuity and measures to make the brand, the UK’s market leader in squash drinks, more “compelling” and “relevant to kids”.
It will also be launching a range of new flavours – apple; blackcurrant and cherry; lemon and mango; orange and raspberry; and pineapple, mango and passionfruit – to be followed later in the year by limited edition varieties, and marketed using the active brand message “Play thirsty”.
Jonathan Gatward, UK marketing director for Britvic Soft Drinks, said: “This is an exciting time for Robinsons, as it leads the way in establishing a new dilutes segment within total soft drinks. The scale of activity reflects our commitment to our overall category vision and ensures that our brands continue to satisfy consumers’ ever-changing tastes and preferences. We are extremely proud of the new brand positioning and packaging because it helps to communicate the high quality of Robinsons, reaffirming its position as the UK’s number one squash offering the best taste.
“All changes to the brand have been developed in consultation with consumers and customers and are based on a range of insights. For example, we know there is a shift in consumer preferences towards a more balanced diet, which is why we will only sell our no added sugar variants and have focused on a real fruit message on the new-look packaging.”
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