If the last year has proven anything, it’s that the demand for soft drinks in the convenience channel shows no signs of slowing down. We’ve also seen an increase in visits to convenience stores over the last year, driving a 4.6% revenue growth for the soft drinks category to a whopping 5.5bn.
The squash segment is worth a significant £75m, which is driven by a variety of different shopper preferences – from those seeking healthier hydration to shoppers on the hunt for a delicious, family friendly soft drink option.
The value opportunity
Although financial pressures are starting to ease for some shoppers, the hunt for budget friendly options remains a driving force when deciding on a brand or product to buy. In reaction to this, price-marked packs have become even more important in this channel, as the format continues to communicate value.
Squash’s budget-friendly price point appeals to cost-conscious consumers and makes it an accessible category to all, through being incredibly cost effective per serve. As such, now more than ever, customers are looking to the squash segment for a cost-effective option that delivers great taste and quality, without breaking the bank.
Cue Robinsons Extra Free
This April, the UK’s leading squash brand, Robinsons, introduced its new, larger price-marked packs. Available exclusively in the wholesale, convenience and impulse channel, the larger packs rolled out in both Orange and Apple & Blackcurrant single concentrate flavours.
With 33% extra free* compared to the standard 750ml bottle and a clear £1.59 price point, the new format delivers standout shelf appeal and added value. With price-marked packs proven to build shopper confidence, the launch was designed to help retailers win sales with trust, volume, and visibility. Robinsons’ new price-marked packs offer a strong opportunity for retailers to attract family shoppers – a key audience for squash, representing 39% of total buyers.
Shouting it out
To celebrate the launch and encourage consumers to pick up the larger format, Robinsons teamed up with 10 retailers to create a big splash in stores. Bold point of sale materials kept Robinsons front of mind throughout the launch period, driving footfall and sales.
Atul Sodha, Londis Harefield, said: “Being a convenience retailer is synonymous with being at the heart of our local communities. As a result, we understand the financial challenges that our shoppers have been facing in recent years, which creates a need for us to work with influential brands who are helping us to support them with this. That’s what made teaming up with Robinsons for their price-marked pack launch and new pack size the perfect partnership for our store, and we have seen some great results with shoppers picking up the new packs so far.”
Sid Sidhu, St John's Budgens Kenilworth agrees, stating: “Catering to our shoppers’ needs is fundamental to independent retail success, and it’s no secret that value has remained at the heart of this for a good few years now. As a result, our in-store activation for Robinsons’ 33% Extra Free launch has been a huge success, selling 67 bottles over 10 days.”
Want to make the most of this potential in your store?
Using eye-catching point of sale materials and branding is the key to making sure your squash offering stands out - whether that's shelf trays, window stickers, or anything else that grabs attention in-store.
In fact, Robinsons is giving you the chance to access a free trial kit and point of sale materials from Carlsberg Britvic’s At Your Convenience channel*. Featuring a case of stock, a full barker and an A4 double sided poster, not only this will help you to create an eye-catching display that will boost shelf visibility, but it will also encourage shopper engagement right at the point of purchase.
So, head over to At Your Convenience and order your free trial case and point of sale kit now.
*The price (£1.59) remains the same as before for the 750ml bottle, but now you get a larger size, offering 33% more for free.
**T&Cs: Max 1 kit per outlet. 250 kits available on a first come first serve basis. NPN. Registration & email required. Visit atyourconvenience.com for Terms and Details. Promoter: Britvic Soft Drinks
