Britvic is expanding its Robinsons Fruit Creations range with the launch of a Zingy Lemon & Raspberry flavour, rolling out now. The premium-tier squash has also undergone a bold and vibrant packaging refresh to include a new look and much stronger Fruit Creations branding. Adding excitement to the squash category through the summer months, the new flavour launch and refresh will be supported by a £1M+ marketing campaign.
Research shows that shoppers who buy premium products tend to spend 36% more than those who only shop mainstream[1]. As the latest flavour innovation from the brand who has seen YOY consistent growth within the ‘better’ tier squash[2], Robinsons Fruit Creations Lemon & Raspberry is in a prime position to take advantage of this market – helping retailers to drive sales by offering their existing soft drinks shoppers even more choice, and attracting new shoppers to the category.
The updated design will encompass the bright, vibrant flavour combinations of Fruit Creations through bolder fruit imagery, much stronger branding and more premium cues to dial up the flavour credentials.
Ben Parker, at home commercial director at Britvic, comments: “We’ve seen the Robinsons brand go from strength to strength, with a flurry of innovation and development in recent years. In fact, sales of Fruit Creations in particular are up (+5% vs YA[3]), and this latest addition to the range – rolled out in refreshingly bright and vibrant packaging – marks a huge step in our strategy to continue driving value and premiumisation within the squash category.”
Robinsons Fruit Creations Lemon & Raspberry are available now, alongside the newly designed Fruit Creations range, and will be supported by a £1M+ campaign across audio, OOH, social, digital and in-store.
Notes to Editor
Robinsons Fruit Creations Lemon & Raspberry
- Pack Size: Single bottle – 1L
- Case Size: 12x1L
- MRSP: £1.99 per 1L bottle
Contact:
For further press information, please contact the Britvic team at Cirkle.
Email: britvic@cirkle.com
Tel: 01494 731 750
All reader enquiries should be directed to: Customer Services, Britvic Soft Drinks on 0345 7581781
[1] Kantar Worldpanel, Take Home Panel, Total Market, Good, Better, Best Dilutes, Britvic Defined, Spend per Buyer, 52we 20.02.22
[2] NielsenIQ RMS, Total Coverage, Robinsons Fruit Creations, Britvic Defined, Value change vs L3Y, MAT w.e. 19.02.22
[3] NielsenIQ RMS, Grocery Multiples, Robinsons Fruit Creations, Value change versus YA, MAT we 19.02.22