Following the successful launch of its Robinsons Fruit Cordials and Fruit Creations ranges, Britvic has announced plans to extend the ranges from the no.1 branded squash in the UK1, with the addition of two new exciting flavours.
Landing in stores from the 1st October, Robinsons Fruit Creations Strawberry & Watermelon and limited-edition Fruit Cordials Crushed Apple & Cinnamon variants aims to attract even more shoppers to the growing premium squash category.
In November Britvic announced the biggest shake-up of its squash portfolio to date with the launch of the new Fruit Cordials and Fruit Creations ranges, which has helped grow the Robinsons brand by 1.5%2 to be worth £178m3. These two new additions offer even further scope for growth by tapping into new flavour trends and the seasonal sales opportunity.
The launch of Robinsons Fruit Cordials marked the brands first entry into the premium cordials sector, one of the fastest growing sectors in the flavour enhancers category4, growing 25%5. Following its category debut, Robinsons Fruit Cordials has already reached £5m in value sales6. The launch of the limited-edition Robinsons Crushed Apple & Cinnamon variant, which can be enjoyed hot or cold, offers the perfect alternative soft drink as the weather turns colder.
The launch will be supported with a £500k sponsorship of James Martin’s Saturday Morning Show, as well as PR and social media activity.
Robinsons Fruit Creations offers shoppers a more premium squash drink, with twice the fruit of its core squash range7, and has taken the flavour concentrates category by storm, growing to £14.2m since its launch8. Having already sold over 8 million bottles (that’s one bottle every 3 seconds9) it is likely to be one of the biggest FMCG launches of 2018 and one of the biggest soft drinks launch in the last 5 years. Britvic aims to continue this run of success by building on the growing watermelon flavour trend being seen in the market, with its new Strawberry & Watermelon flavour.
Bruce Dallas, GB Marketing Director at Britvic, commented: “The last three years have been transformational for Robinsons, with the brand moving into new occasions and innovating to meet new consumer trends; a journey which started in 2015 with the launch of Squash’d to target consumers on the go. This was followed in 2016 by taking the brand into dispense in a number of foodservice customers, and the launch of ready to drink Refresh’d made from naturally sourced ingredients.
“The launch of Fruit Cordials and Fruit Creations has really helped transform the Robinsons brand. As well as turning the flavour concentrates category into growth, the new ranges have successfully attracted new shoppers into the brand and category, with 32.8% spend coming from new shoppers10. Our new variants will offer two enticing flavour combinations, paving the way for further growth for these successful ranges.”