Following the launch of Robinsons Benefit Drops last year, the Britvic-owned squash brand is releasing a full wellness-focused range named Robinsons with Benefits.
The range features three flavours in a 750ml format, with each containing a different functional benefit through added vitamins and no added sugar. It is rolling out in the grocery channel now and will available to the convenience channel in June.
The new Robinsons with Benefits range consists of Robinsons Vitality (Peach, Mango & Passion Fruit, boosted with vitamins B3 and D, which helps to reduce tiredness and fatigue), Robinsons Immunity (Orange & Guava flavoured, boosted with vitamins C & D to support the immune system), and Robinsons Boost (Raspberry, Strawberry & Acai, boosted with vitamin B6 to help recharge consumers’ batteries).
Ben Parker, Retail Commercial Director at Britvic, said: “At a time when over half of consumers have revealed that they want to see healthier soft drinks in retailers’ ranges, it’s the perfect time for us to expand the Robinsons range further to tap into this growing demand. The latest addition to our popular portfolio will build on the success of last year’s launch of Robinsons Benefit Drops, and aims to make it even easier for young people to enjoy benefit-led squash wherever they may be, at home or on the go.
“This launch follows our recent rebrand of the entire Robinsons range, and aims to offer consumers another premium squash for different occasions, sitting alongside our premium Fruit Creations range. The expansion also aims to help consumers make tastier, healthier choices in line with our long-term Healthier People strategy.”
The rollout of the Robinsons with Benefits range will be supported by in-store and online activations throughout the summer, as well as form part of Robinsons’ Get Thirsty marketing campaign.
NAM Implications:
- A practical way of testing the strength of the consumer’s ‘healthier’ need.
- Especially in times of unprecedented inflation…
- And retail being a ‘try it & see’ medium…
- …why not give it all you’ve got?
- One to watch.
