Britvic is expanding its Robinsons Fruit Cordial range in time for summer, with the addition of a new Strawberry, Cucumber & Mint flavour. Available in-store this week, the limited edition cordial will help retailers capitalise on a key season for the soft drinks industry and drive sales through the brand’s close association with Wimbledon. The new addition will be unmissable with a £3m Wimbledon campaign to support the launch, including in-store activation and sampling.
As a brand, Robinsons is going from strength to strength. In addition to being the number one low or no sugar squash brand in the UK[1], it is growing ahead of the squash sector at an impressive +13.1%[2]. As Wimbledon’s official soft drinks partner, sales of Robinsons do spike during the tournament, with last year seeing over 1.9m more households purchase the brand than during the same time period in 2017[3].
Looking specifically at the Robinsons Fruit Cordials range, this has already been tried by over 1.5m households, gaining more shoppers than the number one premium cordial brand[4]. With combinations of real fruit and botanical flavours, the new Robinsons Strawberry, Cucumber & Mint cordial has no artificial colours or flavourings, and will include the Wimbledon logo on-pack to drive further relevance among shoppers.
Phil Sanders, GB Commercial Director, At Home at Britvic comments: “Our Cordials range has performed really well to date and the continued appetite for Robinsons demonstrates that it’s the perfect time for the introduction of a new seasonal flavour. We know that summer is a key trading period for soft drinks, so a premium product and flavour like Strawberry, Cucumber & Mint is set to help retailers drive additional sales and encourage shoppers to trade up. Following the success of a limited edition winter flavour at the end of last year, we’re confident this variant will be a hit with shoppers. Our support campaign and partnership with Wimbledon will drive awareness of the brand, and the product is perfect for summer themed fixtures of Wimbledon displays in-store.”
The versatile cordial can be mixed with still or sparkling water and also makes a great base for mocktails, appealing to those looking for a non-alcoholic alternative this summer. The limited edition is available in a 500ml bottle with an MRSP of £2.50.
[1] Nielsen, Total Market, Value Sales, 52 w/e 19.01.19
[2] Nielsen Scantrack, Total Coverage, Value Sales % Chg vs. YA, 52w/e 19.01.19
[3] Kantar Worldpanel, Take Home, Buyers, 12w/e 12.08.18 vs 12w/e 13.08.17
[4] Kantar Worldpanel, Take Home, Buyers, 52w/e 27.01.19
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