Robinsons Launch new Refresh’d for on-the-go
28 Mar 2017
With innovation a continued focus, Britvic Soft Drinks has announced a new product that will offer consumers a tasty way to keep their thirst quenched on-the-go from the No. 1 GB Squash brand1, Robinsons. Launching at the end of March, Robinsons Refresh’d is made using 100% naturally sourced ingredients, containing spring water mixed with real fruit, and will be aimed at busy consumers looking for something different to drink immediately.
Available in three tasty flavour combinations - Raspberry & Apple, Orange & Lime and Apple & Kiwi – Robinsons Refresh’d will appeal to consumers looking for more interesting and lower sugar fruit drink options, with real fruit and no added sugar. The variants have been developed to pair perfectly with water, delivering a refreshing burst of flavour. At just 55kcal per 500 ml serving and with no artificial colours, flavourings, sweeteners or preservatives, this low sugar product offers a new solution to health-conscious consumers looking to stay refreshed throughout the day.
Kevin McNair, GB Marketing Director at Britvic, commented on the launch: “We know that Healthy Hydration is the fastest growing segment in soft drinks2, so the opportunity for retailers to stock new innovative options in this area is clear. Found in at least 4 out of 10 British households3, 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-go4, so retailers should stock up now to boost their soft drink sales with the latest innovation from this leading brand.”
The launch will be supported by a dedicated marketing investment including TV, OOH, digital and sampling activity. In-store activation materials and POS will also be available to customers to help drive visibility of the new launch and inspire purchase.
As part of the soft drinks company’s longstanding history of healthy innovation, full sugar Robinsons variants were removed from the market in 2015. This bold step forms part of Britvic’s ongoing commitment to leading the industry in helping consumers make healthier choices.
Robinsons Refresh’d will be available in single 500ml PET bottles from the end of March in cases of 12 and 24, including PMP formats. The suggested retail price is £1.29.
About Britvic: Soft drinks manufacturer, Britvic Soft Drinks, is dedicated to creating and building brands such as Pepsi, Robinsons, Tango and J2O into household names. Operating in both the ‘Take Home’ and ‘On-Premise’ channels, it is the largest supplier of branded still soft drinks and the number two supplier of branded carbonates. The company offers its customers a portfolio of soft drinks to meet every consumer occasion and need and has a strong track record of delivering successful innovation.
1 Nielsen Scantrack, Total Coverage, Squash category value sales, 52 weeks to 24.12.16
2 Britvic Drinkscapes
3 Kantar World Panel Take home, Total Coverage, Robinsons Penetration, 52 weeks to 29.01.17
4 Ipsos Designor, Robinsons Refresh’d, Sep 2016