Robinsons launches super strength squash in plant-based carton

The UK’s favourite squash is launching a new packaging concept, Robinsons Ecopack – a highly concentrated squash in a plant-based carton. The Britvic brand continues to create innovative products that offer consumers more squash, with less plastic.

Launching exclusively in selected Tesco stores across the nation, the Robinsons Ecopack boasts a super concentrated liquid that contains 60 serves per 500 ml carton and is made from 89 % plant-based material. Robinsons’ new packaging innovation aims to reduce packaging waste with 85 % less plastic per serve, compared to a one litre bottle of Robinsons Double Concentrate. With a higher squash concentration compared to its single or double concentrate drinks, the carton is the equivalent of three single concentrate bottles and results in significantly less packaging per serve.

Fiona Graham, Innovation lead for Robinsons, said: “As a brand, Robinsons is continuously innovating and is committed to improving the environmental impact we have. Squash is already a sustainable product due to its concentrated format. Making Robinsons available in this new format allows consumers to feel confident in the knowledge that the pack they’ve chosen has more serves, but used less packaging per serve, and can be recycled once finished. All packaging types have their own unique benefits and challenges, and we know there is currently no one ‘silver bullet.’ That said, we believe that continuing to innovate with products such as Robinsons Ecopack will bring us one step closer to a solution and provide consumers with a range of options. The brand-new Robinsons Ecopack carton will be available via Tesco to begin with, and we are excited to learn what consumers think about the new format.”

Martin Shaw, Market Unit Manager at Elopak UK & Ireland, said: “We’re happy that Robinsons have chosen our Pure-Pak carton for their super strength squash product. Our renewable and recyclable carton packaging makes a great match with their products.”

The launch marks the latest activity for the brand, following a radical rebrand earlier this year and the launch of its new £4 million marketing campaign Get Thirsty. Robinsons Ecopack is one element of Britvic’s positive packaging strategy which seeks to reduce the need for unnecessary plastic, and make sure packaging doesn’t become waste.

Since 2017, Britvic has reduced the amount of virgin plastic it uses by more than 4,000 tonnes through packaging redesign, and it continues to increase the amount of recycled packaging and sustainably sourced materials it uses across its portfolio.

Last year, the company launched the Aqua Libra Flavour Tap – a sleek tap that reduces packaging waste by 99 %. The launch followed London Essence launching the Freshly Infused fount – offering premium tonic on dispense in 1,200 outlets across the UK and cutting packaging by 96 % when compared with traditionally packaged tonic water.