Robinsons, the UK’s number one squash brand[1], is adding a blast of berry flavour to its Fruit Creations range – Blackberry and Blueberry.  

The new and unique flavour delivers an intense and juicy burst of tangy blackberry, paired with rich blueberry, providing a premium taste designed to suit adult taste buds. It also delivers on people’s desire for healthier products, containing no added sugar and twice the fruit of the core range[2], making it a more permissible choice.

The variety within the much-loved Robinsons portfolio means the brand appeals to a range of different consumers. The new flavour is therefore an ideal addition, with one in every two households buying berry flavoured squashes every year[3]. Berry flavours also typically over index with younger demographics, helping to recruit new shoppers into the category[4].

Phil Sanders, Out of Home Commercial Director at Britvic, comments: “As the latest addition to the Robinsons Fruit Creations portfolio, the Blackberry and Blueberry flavour will build on the great success of this range, which won Product of the Year 2019 in the UK’s biggest consumer survey of product innovation for the soft drinks category[5].

“£29m is spent on berry flavoured dilutes alone within the squash category[6], making it a crucial segment. We would recommend placing it alongside the core range which consumers have come to know and love in order to take advantage of the established popularity of the Robinsons brand while encouraging shoppers to trade-up.”

Robinsons Fruit Creations Blackberry & Blueberry will be available from February 2020 in a 1ltr format with an MRSP of £1.99.

[1] Nielsen RMS, Total Coverage, Value Sales, 52w/e 23.11.19

[2] When compared with Robinsons single concentrate squash

[3] Kantar Worldpanel data to 03.11.19

[4] Kantar Worldpanel, Take Home, Total Berry Index vs. Total Dilutes (Spend), 52w/e 29.12.19

[5] Winner Soft Drinks Category 2019, Survey of 10,399 people by Kantar TNS

[6] Kantar Worldpanel data to 03.11.19

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