Robinsons, the UK’s number one squash brand[1], is refreshing its line-up with the introduction of a blackcurrant flavour for the first time. The addition will be available in a new 1L bottle. It is set to increase sales with squash shoppers with high purchase intent and overall liking with consumers scoring high, as blackcurrant is the third most sought-after flavour[2] within the rapidly growing ‘concentrates’ soft drinks segment[3]. Available in-store from 1st March, the move will also help drive value for shoppers, who can expect 40 servings of squash per bottle vs 20 servings in its single concentrate range.
Committed to offering shoppers choice through product innovation, Robinsons, in turn, is helping to grow category sales. The latest addition will be key in turning more tap water moments into soft drinks occasions, with 52% of shoppers saying they prefer squash to water when trying to stay hydrated[4].
Ben Parker, at home commercial director at Britvic, comments: “Stocking a breadth of flavours to suit all occasions is key to driving value in squash. By introducing the Blackcurrant flavour to our range, we are aiming to appeal to younger families who shop more frequently, offering them more choice in flavour and format. The popularity of double strength is on the rise, resulting in an increase in volume share of +20% versus two years ago[5], suggesting that shoppers are increasingly mindful of their purchasing habits and environmental impact. The addition of Robinsons Blackcurrant in a 1L double strength bottle alongside other flavours will help shoppers choose to save more plastic.”
Blackcurrant Double strength will be available in stores from the 1st of March 2021 with an MRSP of £1.99 (1L). It will also be supported with a TV campaign later in the year, focused on flavouring more water occasions.
[1] Nielsen RMS Total Robinsons Coverage GB, Squash Value sales, 52 w.e.26.12.20
[2] Kantar Worldpanel data / Total Dilutes / 52we 23-Feb-20; MMR Product benchmarking study with 204 users against top performing blackcurrant squash products
[3]Nielsen – Total Coverage – Flavour Concentrates – Value & Volume % Change vs YA – 10we 23.05.20
[4] S&S Water U&A survey July 2019
6 Nielsen RMS – Total Coverage – Double strength & Single Concentrate – Volume & Value Sales – 52we – 26.12.20
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