Robinsons introduces new ready-to-drink offering


Robinsons Refresh’d is relaunching this month to Robinsons “Ready to Drink” in two full tasting flavours – Raspberry & Apple and new Peach & Mango. It will sport a brand-new look while delivering full taste with real fruit in every drop but with no added sugar, providing consumers with a refreshing and hydrating drink without compromise – as 50 per cent of the population actively look to reduce their sugar intake.

The packaging update across the single-serve bottles will unite the portfolio under its well-known brand name, making it instantly recognisable in chillers while continuing momentum beyond take home formats as lockdown restrictions continue to ease, helping retailers capitalise on the summer on-the-go opportunity.

Robinsons has grown at +13.5 per cent in the past year, equivalent to £24.8m in additional sales value.

“As restrictions ease over the coming months, it will be crucial for retailers to offer their customers soft drinks in on-the-go formats that they instantly recognise in the chiller,” said Phil Sanders, out-of-home commercial director at Britvic. “Relaunching this full-tasting range will help retailers capitalise on the changing consumer habits and needs, while providing them with a no added sugar alternative. This is crucial for retailers, especially at a time when half of the population are actively trying to reduce sugar in their diet .

Robinsons Ready to Drink Raspberry & Apple and Peach & Mango will be in cases of 12 and 24 from June 2021 in 500ml bottles (RRP: £1.45). The launch of the new range will benefit from the “Let There be Fruit” Robinsons masterbrand campaign, which is running throughout the summer, and will also be supported with its own out-of-home, social and digital activation across July and August.