Robinsons, the UK’s number one squash brand1, is launching a new sub-brand; Superfruit Cordials, in two juicy flavours - Orange & Acerola Cherry and Raspberry & Goji Berry.
The new Superfruit Cordials range will be available in stores from the 16th March and boasts health credentials, with no artificial colours or flavourings. To cater for the 88% of consumers who are taking active steps to make healthier food and drink choices2, the range contains the added benefits of health supporting vitamins and minerals.
The brand is providing a fantastic opportunity for retailers to recruit new shoppers into the category, consumer research shows that people would be happy to pay more for Robinsons3. The range’s premium glass format and high-quality ingredients means its addition to the soft drinks aisle will help drive value and increase basket spend.
Ben Parker, at home commercial director at Britvic, comments: “We are constantly adapting and developing our portfolio to respond to changing consumer needs and preferences, while maintaining an excellent product with great taste credentials. The new Robinsons Superfruit Cordials range will offer a different proposition for the category and increase the value of the Robinsons premium tier by providing an additional option which delivers on two of the most prominent customer drivers; taste and health.
“The variety in the Robinsons range means there is an option to suit all tastes. The latest addition will build on this and allow retailers to access a wider range of shopper missions, while still catering for customers who have come to know and love the core brand.”
The sub-brand launch will be supported with a consumer PR led campaign, comprising social media, radio, pop up shops and in-store support that will keep the brand front of mind for shoppers.
Robinsons Superfruit Cordial will be available in a 500ml bottle with an MRSP of £2.50. The sub-brand joins the Robinsons portfolio alongside the core, Creations and Cordials ranges.
Notes to Editors:
Robinsons Superfruit Cordials will be available in stores from the 16th March
- Pack Size: 500ml
- MRSP: £2.50
For further press information, please contact the Britvic team at Cirkle.
Tel: 01494 731 750
All reader enquiries should be directed to: Customer Services, Britvic Soft Drinks on 0345 7581781.
1 Nielsen RMS, Total Coverage, Value Sales, 52w/e 04.01.20
2 IGD Shopper Vista – Health, Nutrition and Ethics – September 2019
3 BrandMap Q 19 (Robinsons is worth paying more for against its competitors)