Britvic - Britvic squashes over-pouring with Robinsons Double Concentrate

Leading soft drinks supplier, Britvic, is pleased to announce that it is introducing Robinsons Double Concentrate to its iconic squash brand, complete with an innovative new pour control feature and easy-to-grip handle that helps families make their Robinsons squash just the way they like it and without making a mess. The launch will be supported by a £6.8m million campaign to drive consumer awareness and value growth in the squash category.

Available across Regular and No Added Sugar variants

Available to retailers from March, Britvic is introducing Robinsons Double Concentrate in 1.25 litre and 1.75 litre formats across its Regular and No Added Sugar variants with an MRRP of £2.59 and £3.49 respectively. Robinsons Double Concentrate will come in an all new easy pour pack, with a moulded easy grip handle and a pour control feature to allow consumers to make their Robinsons without over dosing or spilling. As well as offering potential savings to consumers and greater value for money, the new bottle is also kinder to the environment as there will be 61.3% reduction in the amount of PET used and a 35.1% reduction in the amount of packaging used per litre, as well as a reduction of 693 tonnes of CO2 per year1.

Robinson Double Concentrate will enter the squash sub-category which is currently worth £498m and growing by 5% (+1% volume)2. The £6.8 million launch campaign will include TV advertising, in-store activation, consumer sampling and trial offers.

Offering consumers value for money

Debbie Eddy, Robinsons Brand Controller, Britvic, commented

“Moving into the Double Concentrate market with Robinsons was a natural step for the brand, which is currently worth £217m (42% value share) and growing by 4% (+4% volume)2. Attitudes to soft drinks have shifted over the last couple of years, in light of the recession, with consumers consistently demanding value for money. It’s not just about saving pennies at any cost, it’s about consumers still being able to enjoy their favourite brands, but not necessarily paying a premium for the privilege.

“Not only does Robinsons Double Concentrate deliver value in terms of the amount of servings it provides, but the innovative new design of the bottle helps to minimise waste. Our research tells us that many children are allowed to pour their own squash and this sometimes leads to over-pouring. The pour control feature on the new bottle will eliminate this risk.

“We recommend that retailers get stocked up to take advantage of the demand for this range as consumers opt for this convenient, value for money format over existing products already on offer.”

We will also continue to offer all Robinsons variants in the one litre single concentrate format in addition to the new double concentrate format.

1 Based on current year to date average distance loads out of the Britvic factory in Norwich, England

2 Nielsen MAT data to w/e 27/11/10

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