Robinsons, part of Britvic Soft Drinks, has collaborated with the Mumsnet web channel to pilot a home delivery service for its range of real fruit concentrates and juices.
The pilot sees 100 families on the parents’ network receiving a branded ‘Fruit Drop’ basket this month.
Robinsons says a monthly delivery scheme would help families reach their recommended eight daily glasses of fluid. It envisions the service as a complement to doorstep vegetable and cooking boxes, but claims it will integrate with existing retail channels.
The pilot runs in conjunction with a visibility-raising ‘Thirsty Fun Days’ in-store promotion with 100,000 prizes including fun days out for the family, such as swimming, ice skating, trampolining and bowling.