Britvic is launching a new tasty citrus addition to its popular Drench range, with a Mandarin & Lemon flavour.
Scoring highly for its natural and refreshing taste during consumer testing1, the new product will be available from the 9th November and offers retailers the chance to stock a truly unique flavour within the juice drinks category. The full Drench range has also undergone a packaging refresh with a bold new design, creating further stand out on-shelf.
Health is becoming an increasingly important factor for consumers, with low and no sugar soft drinks worth £2.4bn and having grown +12.8% in the last year2. The new Mandarin & Lemon flavour combines a bold tasting juice flavour with crisp spring water and contains no artificial sweeteners, preservatives, colours or flavourings. In addition to the new launch, Britvic has revamped the rest of the Drench range to also be free of preservatives. With two out of three adult consumers rating Mandarin & Lemon as the most ideal flavour for them from the entire range3, this latest innovation from Britvic is set to drive both sales and footfall.
Phil Sanders, GB Commercial Director At Home at Britvic, commented on the launch: “As innovators in the soft drinks category, we believe it’s key to expand on popular existing ranges, as well as focusing on launching new products. We’re always on the lookout for something fresh, that’s why we are introducing our newest Drench flavour, Mandarin & Lemon, bringing a bold tasting product to the juice drinks market that provides consumers with a refreshing option for a variety of occasions.”
The Drench Mandarin & Lemon flavoured juice drink will have an MRSP of £1.39 and will be available in 500ml bottles. The launch will be supported with PR, heavyweight shopper marketing and national consumer sampling. The sampling will entail a ‘Win Your Lunch’ game, accessed by scanning a QR code displayed on POS via a consumer’s mobile device. The player must ‘spin to win’ and match three of the same icons to win cash prizes to spend on their lunch, with everyone rewarded with a free bottle of Drench.