Following the successful launch of Robinsons Benefit Drops last year, the UK’s number one squash brand¹ is releasing a full benefits-led range of wellness-focused premium squash, named Robinsons with Benefits. The range features three flavours in a 750 ml format, with each containing a different functional benefit through added vitamins and no added sugar, while still retaining that great Robinsons taste. The range is rolling out in the grocery channel now, and available to the convenience channel in June. Almost two-thirds of shoppers say they are interested in beverages with a broad range of functional, better-for-you benefits², and the new range will provide a convenient and tasty solution to meet shoppers’ needs for tastier, healthier drinks at home.

The new Robinsons with Benefits range consists of:

• Robinsons Vitality Peach, Mango & Passion Fruit, boosted with vitamins B3 and D which helps to reduce tiredness and fatigue.
• Robinsons Immunity Orange & Guava flavoured, boosted with vitamins C & D to support the immune system.
• Robinsons Boost Raspberry, Strawberry & Acai, boosted with vitamin B6 to help recharge consumers’ batteries.

Ben Parker, Retail Commercial Director at Britvic said: “At a time when over half of consumers have revealed that they want to see healthier soft drinks in retailers’ ranges³, it’s the perfect time for us to expand the Robinsons range further to tap into this growing demand. 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. The expansion also aims to help consumers make tastier, healthier choices in line with our long-term Healthier People strategy.

Functional benefits are important to almost three quarters of consumers⁴, and 68 % of shoppers prefer to get their vitamins from their diet, rather than health supplements⁵. The rollout of Robinsons with Benefits aims to meet this demand, as well as ensuring that customers have a healthier squash option that still tastes great.

The full Robinsons with Benefits range is available in the grocery channel now, and will be rolling out across the convenience channel from June, and will be supported by in-store and online activations throughout the summer, as well as form part of Robinsons’ Get Thirsty marketing campaign.

¹NielsenIQ RMS, Total Squash, Britvic Defined, Total Coverage, Robinsons, Value Sales, 52w.e 25.3.22
²The Hartman Group Functional Food & Beverage Supplement 2022.
³Mintel Carbonated Soft Drinks 2022
⁴FMCG Gurus: The Rising Cost of Living 2022
⁵Kantar Profiles/Mintel, Vitamins & Supplements August 2022

Robinsons, the UK’s number one squash brand¹, is launching a new range to help retailers capitalise on the ongoing health and wellness trend which has accelerated post pandemic². Robinsons Fruit & Barley with added vitamins enhance the current Robinsons range and has been available since the 20th October. The five flavours available include – Orange, Peach (containing vitamins B, C&D), Summer Fruits, Apple & Pear, and Pink Grapefruit (containing vitamins B&C). The added C and D vitamins will help support the immune system and the growth of strong bones and B vitamins contribute to energy release, whilst we have maintained the same great taste of Robinsons³.

The range is set to boost Robinsons’ brand growth further with 59 % of people considering their health more when they shop, following the pandemic⁴. One in five shoppers have begun taking vitamins since the start of the first lockdown, while 47 % have said they intend to eat more healthy foods to support their immune system⁵.

Ben Parker, at home commercial director at Britvic, commented: “The launch of our new Robinsons range is set to boost awareness of the overall Robinsons range and encourages shoppers to try something new this autumn.

“The new added vitamins on-pack claim will drive purchase with the growing number of health-conscious consumers. Our research shows that the Fruit & Barley range is more appealing with vitamins C and D added⁶, and over one third of squash drinkers would be interested in buying a product with added vitamins or minerals⁷. As well as the planned consumer support, we have impactful POS to enable retailers to give it plenty of focus on-shelf and make the most of the opportunity.”

The launch of the Robinsons Fruit and Barley with added vitamins range was supported by OOH, social media, digital marketing and POS, to help make the products front of mind for shoppers when in store. Stocks of the new range have been available since the 20th October in grocery with an RSP of £1.65 and produced in 100 % recycled bottles (excluding caps and labels).

¹NielsenIQ, Total, Scantrack, Value Sales, Total Coverage, Mat w.e. 28.08.21. Britvic defined, squashes category.
²Mintel – Wellness Trends to Watch in 2021 – January 2021
³All liquids have regulatory approval of reaching the minimum amount of dosage to state this claim (present at 7.5 % of the RI/100 ml.)
⁴Accenture COVID-19 Consumer Research, conducted March 19–25 and April 2–6 2020
⁵IGD ShopperVista, Has COVID Kick-Started new health trends? 10.09.2020
⁶Ipsos Robinsons idea screener Dec 19, opportunity score for Fruit & Barley with vits C&D 121 vs current at 88
⁷Mintel UK – Cordials & Squashes Report – Feb 21