Last year, on-the-go soft drink value sales saw impressive growth, rising by +4.1% in impulse compared to +2.7% in take-home formats1, and warmer temperatures drove demand for soft drinks within the convenience sector2. This summer, Robinsons Ready-to-Drink supported retailers in capitalising on these trends, helping them to capture sales opportunities throughout by tapping into the demand for tasty, thirst-quenching, on-the-go options.
Robinsons Ready-to-Drink goes full on fruity with new flavour
Earlier this year, the UK’s number one squash brand3 introduced Orange & Mango to its Ready-to-Drink lineup, across retail channels. This flavour brings together the popular taste of orange, which already makes up 33% of Robinsons sales4 with on-trend mango, making it a natural addition to the existing range of Blackberry & Blueberry and shopper favourite Raspberry & Apple, our number one product growing 11.8% in value year on year5.
To celebrate the launch, Robinsons wanted to give back to independent convenience by offering three lucky retailers the chance to win a summer’s supply of Robinsons Ready-to-Drink products and £1,500 to brighten their store.
Omar Hussain of Costcutter, one of the competition winners said: “Winning has been huge for our business, and it has truly helped me and my store. The extra stock meant we could meet shopper demand during the busy summer months, with Robinsons Ready-to-Drink Orange & Mango proving especially popular with customers, and the prize money is helping us invest back into the store, setting us up strongly as we head into autumn.”
What’s more, this August, Robinsons teamed up with BB Featherstone Superstore in Pontefract and H&S Jodie’s NISA in Walsall, for summer store takeovers. The store activations were designed to drive footfall, engagement, and put Robinsons Ready-to-Drink front of mind for shoppers throughout summer.
Bobby Singh from BB Superstore said: “Working with Robinsons on this activation was a great way to bring some fantastic energy into our store and give our customers a different experience. The branded games and deckchairs added a fun, seasonal vibe, and the extra point-of-sale really helped highlight the Robinsons Ready-to-Drink range. Orange & Mango has quickly become a standout variant. The activation was a huge success, driving a 120% uplift in sales. Not only were our shoppers engaged but the feedback on the samples was brilliant – customers genuinely loved the flavour”
How to maximise on-the-go sales all year round with Robinsons Ready-to-Drink:
1. Front and centre – Impulse shoppers buy in the moment, so make Robinsons Ready-to-Drink clearly visible in chillers and displays to drive pick-up.
2. Launch loudly – Use bold point of sale materials and eye-catching displays to maximise visibility of Robinsons Ready-to-Drink. Visit Carlsberg Britvic’s At Your Convenience to grab yours.
3. Cross-category combos – Flexible working means more shoppers are grabbing food-to-go with their drinks. Create meal deals that pair Robinsons Ready-to-Drink with sandwiches to boost basket spend.
4. Value shines bright – Shoppers are consistently on the lookout for great value. Use Robinsons Ready-to-Drink’s 500ml price-marked pack formats to clearly communicate value.
5. Refreshment with a twist – Shoppers are looking for something more exciting and flavoursome than water, especially during daytime occasions. Position Robinsons Ready-to-Drink as a refreshing option to maximise sales success.
Now it’s your turn to get involved.
Sign up to Carlsberg Britvic’s At Your Convenience platform and order your Robinsons Ready-to-Drink Shelf in Shelf units – the platform has even added a free case to get you started.
*Max 1 kit per outlet. 500 kits available on a first come first serve basis. No purchase necessary. Registration & email required. Visit https://atyourconvenience.com/terms-and-conditions/ for Terms and Details. Promoter: Britvic Soft Drinks
Robinsons Ready-to-Drink Orange & Mango is available now in 500ml single bottles and price-marked packs across most major wholesalers, subject to availability.
1 Nielsen IQ, Total Convenience, Total Soft Drinks Carlsberg Britvic Defined, Value sales, 52 WE 04.01.25
2 NIQ IQ | Impulse, Total Soft Drinks, Carlsberg Britvic Defined, Sales Value, 52 weeks, weekly WE 28.12.2024 | Total Store | Weather: https://www.metoffice.gov.uk/hadobs/hadcet/data/cet_max_2024.txt
3 NielsenIQ, RMS, Value Sales, GB Total Coverage, Total Flavoured Concentrates, Carlsberg Britvic defined, 52 w/e 23/08/25
4 Nielson IQ RMS, GB_Total Coverage, Value Sales, Robinsons Squash, Orange Flavoured Drinks, Carlsberg Britvic Defined, 52 w/e 22/03/25
5 NielsenIQ, RMS, Sales Value, GB Total Coverage, Total RTD Squash, Total Robinsons RTD Raspberry & Apple flavour, Carlsberg Britvic defined, 52 w/e 23/08/25