Robinsons unveils new Benefit Drops range, with added vitamins

Robinsons, leading squash brand owned by Britvic, has announced the launch of a new range, Benefit Drops.

Aiming to unlock the on-the-go soft drink sales, the mini packs will be available from April in four flavours, each with a different added functional benefit. The new Benefit Drops range consists of:

• Vitality: Peach, Mango & Passion Fruit with added vitamin B3
• Immunity: Orange & Guava flavour with added vitamin C
• Boost: Raspberry, Strawberry & Acai with added B6
• Focus: Lemon, Lime & Ginseng with added B3 and Zinc

Britvic said the range will offer shoppers a convenient and tasty way to gain additional vitamins while on-the-move.

“When people are on-the-go all day, we know it can be difficult to stay on top of keeping hydrated. Benefit Drops are the ideal portable format for shoppers on the move, adding great taste and additional vitamins to their water. In fact, 32 per cent of consumers have said they would be interested in buying cordials and squashes with added vitamins or minerals,” Ben Parker, at home commercial director at Britvic, commented.

“Our existing range of Minis is currently the biggest Pocket Squash brand within the category, generating £6 million in RSV, and selling over 3.2 million units in the last year alone. The success of the Minis range reflects consumer demand for convenient formats of squash, as on-the-go occasions continue to make a comeback.”

Similar to the existing Minis range, Benefit Drops can be displayed on clip strips in the fridges at the front of stores to encourage impulse buys, and keep the brand at the front of shoppers’ minds. Available across grocery and convenience channels, the roll out of the range will be supported by a below the line media campaign and on social media from April.

MRSP: £2.50 (£2.00 promotional); Pack Size: 66ml, 20 x servings; Case size: 6 x 66ml units per case