Robinsons refreshes Fruit Creations range

Britvic is expanding its Robinsons Fruit Creations range with the launch of a Lemon & Raspberry flavour, which is rolling out now. The premium-tier squash has undergone a packaging refresh to include a new look and much stronger Fruit Creations branding. Adding excitement to the squash category through the summer months, the new flavour launch and refresh will be supported by a £1M+ marketing campaign.

Research shows that shoppers who buy premium products tend to spend 36 per cent more than those who only shop mainstream. As the latest flavour innovation from the brand who has seen YOY consistent growth within the "better" tier squash, Robinsons Fruit Creations Lemon & Raspberry is in a prime position to take advantage of this market – helping retailers to drive sales by offering their existing soft drinks shoppers even more choice, and attracting new shoppers to the category.

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The updated design will include improved imagery of larger, bolder fruit, the flavour names will see a font change to have a more premium feel and the branding made much stronger, leading with colour to dial up the flavour combinations.

Phil Sanders, out-of-home commercial director at Britvic, comments: “Robinsons has performed incredibly well in recent years, with Big Night In occasions allowing retailers to maximise sales of squash and other take-home staples. Just as sales of our Fruit Creations range continue to grow (+5 per cent vs YA ), we want to give convenience shoppers the variety they crave through this latest addition – Robinsons Fruit Creations Lemon & Raspberry. A truly premium offering in the newly developed, bright and vibrant packaging, the new product is ideal for keeping retailers’ existing adult squash drinkers engaged with their range as well as introducing new shoppers to the fixture.”

Robinsons Fruit Creations Lemon & Raspberry are available now alongside the newly designed Fruit Creations range , and is supported by a £1M+ campaign across audio, OOH, social, digital and in-store.

Robinsons Fruit Creations Lemon & Raspberry

• Pack Size: Single bottle – 1L

• Case Size: 12x1L

• MRSP: £1.99 per 1L bottle