Magazine article Marketing

Robinsons Plans Pounds 31m Makeover

Magazine article Marketing

Robinsons Plans Pounds 31m Makeover

Article excerpt

Robinsons is launching two products and revamping its existing offering as part of a pounds 31m investment by Britvic in the brand next year. The UK's number one squash brand plans to double its pounds 255m sales within five years.

January sees the launch of Fruit Spring, a range of fruit-based soft drinks aimed at adults, while Robinsons for Milk - fruit dilutables designed to be mixed with milk - will be available from March.

The existing Robinsons range of dilutables has been split into two categories: Everyday Squash and Added Value Squash. Britvic hopes to encourage consumers to trade up to premium squash.

The range has been revamped by design agency Jones Knowles Ritchie and will be available from March.

Robinsons is hoping that Fruit Spring will capitalise on the 42% of office workers who take a packed lunch to work, as well as occupy the market space between existing fruit drinks and bottled water. …

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