Leading soft drinks manufacturer, Britvic, has announced the launch of a brand new addition to the Robinsons range - Robinsons Select; an everyday premium squash, with only the best ingredients, which will appeal to a more adult palate. The launch coincides with the introduction of a new look for Robinsons squash, designed to highlight the quality and family focus of the UK’s favourite squash brand, as well as an update for its famous Barley Water to emphasise the brand’s heritage ahead of the 75th anniversary of its Wimbledon sponsorship.
Robinsons Select is designed to help families ‘grow up’ with squash, reflecting adult palates and squash lovers’ changing preferences through its ripe and juicy fruit combinations. The Select range is an affordable step up from everyday squash and has been formulated to offer something new and different in the marketplace. Made from carefully selected fruits, the range combines the quality of blending and premium taste experience that only Robinsons can bring.
Four delicious variants are available now in 850ml bottles with MRRP of £1.59
• Orange, Mandarin and Peach
• Apple & Wild Blueberry
• Red Grape, Pomegranate & Raspberry
• Orange, Mandarin and Peach No Added Sugar
Robinsons Select, like all of the Robinsons family, contains no artificial colours, flavours or sweeteners.
To support the launch, Britvic is driving awareness and trial close to point of purchase with outdoor media and a marketing plan focused on sampling. The authenticity of the flavours will be communicated in POS that places the bottles in wooden crates to create the impression of freshly picked fruit at markets.
Family’s favourite squash
Robinsons will also be introducing a new look for the family’s favourite squash. The new labelling features images of parents and children picking fruit together to reinforce the role of Robinsons in family life and to emphasise the taste and quality of the product. The new design will also further differentiate the Fruit Squash, No Added Sugar and Fruit and Barley varieties making it easier to shop the category.
Celebrating Barley Water’s Wimbledon heritage
To improve visibility on-shelf and celebrate the brand’s heritage, Robinsons Barley Water will focus on the 75th anniversary of the brand’s association with Wimbledon, which represents the birthplace and badge of quality for Robinsons. A new 850ml pack sees both lemon and orange Barley Water return to its roots in an oiriginal style bottle. The new labelling and Barley Water packaging is set to create excitement in the squash category and drive sales for retailers.
A premium range
Leslie Davey, Robinsons Brand Director at Britvic
"This is an exciting and important time for the Robinsons brand, with the launch of a great new addition to the range – Robinsons Select, new labels across the squash range and a new look for Barley Water which represents our heritage. Robinsons is a national institution and lies at the heart of family life. We are confident that the entire range now better reflects this position and communicates the quality credentials and heritage of Robinsons.
Robinsons Select will fill a gap in the market where consumers are looking for a premium squash and are happy to pay a little more for the right product, but still want great value. This is a whole new squash experience designed specifically for more grown-up tastes who are looking for variety in their squash repertoire and will be an excellent addition to the Robinsons family. More than ever, our increased breadth and stand out offers retailers significant sales and profit opportunities with Robinsons”