Following the successful launch of Robinsons Benefit Drops last year, Britvic has revealed a full benefits-led range of wellness-focused premium squash, named Robinsons with Benefits.
The range features three flavours in a 750ml format (RRP £2.49 each), with each containing a different functional benefit through added vitamins and no added sugar. The range is rolling out in the grocery channel now, and available to the convenience channel in June.
Almost two-thirds of shoppers say they are interested in beverages with a broad range of functional, better-for-you benefits, claims Britvic.
The new Robinsons with Benefits range consists of:
· Robinsons Vitality Peach, Mango & Passion Fruit, with vitamins B3 and D which helps to reduce tiredness and fatigue.
· Robinsons Immunity Orange & Guava flavoured, with vitamins C & D to support the immune system.
· Robinsons Boost Raspberry, Strawberry & Acai, bwith 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 [Mintel Carbonated Soft Drinks 2022], 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.”
Britvic claims that functional benefits are important to almost three quarters of consumers [FMCG Gurus: The Rising Cost of Living 2022], and 68% of shoppers prefer to get their vitamins from their diet, rather than health supplements [Kantar Profiles/Mintel, Vitamins & Supplements August 2022]. The rollout of Robinsons with Benefits aims to meet this demand, as well as ensuring that customers have a healthier squash option that still delivers on taste.
The new range will be supported by in-store and online activations throughout the summer, as well as form part of Robinsons’ Get Thirsty marketing campaign.
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