Robinsons is expanding on its Benefits range with three new wellness-focused premium squash products, named Robinsons with Benefits.
Following the launch of its Benefit Drops last year, the UK’s number one squash brand is launching the trio of flavours in a 750ml format – with each containing a different functional benefit through added vitamins and no added sugar.
The first new flavour is Robinsons ‘Vitality’ Peach with Mango & Passion Fruit, boosted with vitamins B3 and D which helps to reduce tiredness and fatigue.
Secondly, there is Robinsons ‘Immunity’ with Orange & Guava, boosted with vitamins C & D to support the immune system.
Lastly is Robinsons ‘Boost’ Raspberry with Strawberry & Acai, featuring B6 to help recharge consumers’ batteries.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Robinsons also recently launched a new packaging redesign across its most popular ranges of squash, including Fruit & Barley, Benefits Drops and Minis.
The full Robinsons with Benefits range is available in the grocery channel now, and will be rolling out across the convenience channel from June. It will also form part of Robinsons’ Get Thirsty marketing campaign.
Over two-thirds of shoppers say they are interested in beverages with a broad range of functional, better-for-you benefits, as 68% of shoppers prefer to get their vitamins from their diet, rather than health supplements.
“At a time when over half of consumers have revealed that they want to see healthier soft drinks in retailers’ ranges, it’s the perfect time for us to expand the Robinsons range further to tap into this growing demand,” retail commercial director at Britvic, Ben Parker said.
“The latest addition to our popular portfolio will build on the success of last year’s launch of Robinsons Benefit Drops, and aims to make it even easier for young people to enjoy benefit-led squash wherever they may be, at home or on the go.
“This launch follows our recent rebrand of the entire Robinsons range, and aims to offer consumers another premium squash for different occasions, sitting alongside our premium Fruit Creations range.”
Parker added: “The expansion also aims to help consumers make tastier, healthier choices in line with our long-term Healthier People strategy.”
