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Robinsons refreshes Fruit Creations range

Robinsons refreshes Fruit Creations range
Andy Marino
By Andy MarinoMar 25, 2022
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Britvic is expanding its Robinsons Fruit Creations range with the launch of a Lemon & Raspberry flavour, which is rolling out now. The premium-tier squash has undergone a packaging refresh to include a new look and much stronger Fruit Creations branding. Adding excitement to the squash category through the summer months, the new flavour launch and refresh will be supported by a £1M+ marketing campaign.

Research shows that shoppers who buy premium products tend to spend 36 per cent more than those who only shop mainstream. As the latest flavour innovation from the brand who has seen YOY consistent growth within the "better" tier squash, Robinsons Fruit Creations Lemon & Raspberry is in a prime position to take advantage of this market – helping retailers to drive sales by offering their existing soft drinks shoppers even more choice, and attracting new shoppers to the category.

The updated design will include improved imagery of larger, bolder fruit, the flavour names will see a font change to have a more premium feel and the branding made much stronger, leading with colour to dial up the flavour combinations.

Fruit Creations Range

Phil Sanders, out-of-home commercial director at Britvic, comments: “Robinsons has performed incredibly well in recent years, with Big Night In occasions allowing retailers to maximise sales of squash and other take-home staples. Just as sales of our Fruit Creations range continue to grow (+5 per cent vs YA ), we want to give convenience shoppers the variety they crave through this latest addition – Robinsons Fruit Creations Lemon & Raspberry. A truly premium offering in the newly developed, bright and vibrant packaging, the new product is ideal for keeping retailers’ existing adult squash drinkers engaged with their range as well as introducing new shoppers to the fixture.”

Robinsons Fruit Creations Lemon & Raspberry are available now alongside the newly designed Fruit Creations range , and is supported by a £1M+ campaign across audio, OOH, social, digital and in-store.

Robinsons Fruit Creations Lemon & Raspberry

• Pack Size: Single bottle – 1L

• Case Size: 12x1L

• MRSP: £1.99 per 1L bottle

britvicfruit creationsphil sandersrobinsons

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