Robinsons gets fruity with brand relaunch

Bottles of fruit squash

Britvic has announced a range of new flavours and packaging redesign for Robinsons, including a new premium syrup for adults.

The new flavours are Apple, Blackcurrant & Cherry, Lemon & Mango, Orange & Raspberry and Pineapple, and Mango & Passion Fruit.  Limited Edition variants will also be launched later in the year to coincide with seasonal activity. In addition, Britvic will be introducing new flavours to the ‘Squash’d’ range, as well as launching Teisseire, a premium syrup aimed at adults.

The brand also has a new look, repackaged in a design that aims to deliver a ‘real fruit in every drop’ message. The redesign will be supported by a similar change to on-shelf merchandising.

In an attempt to encourage healthier lifestyles, Robinsons will now only produce the No Added Sugar variant, which the company believes should make it easier for shoppers to navigate the dilutes fixture. Additionally, the brand will promote a ‘Play Thirsty’ message, encouraging families to adopt more active lifestyles.

Jonathan Gatward, GB Marketing Director, Britvic Soft Drinks, commented: “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.”

The relaunch will be supported by a large-scale marketing programme throughout 2015, including a TV campaign later in the year and on-going social engagement. In-store POS will also be available to maximise visibility of the range and drive sales.