Robinsons Refresh’d is undergoing a packaging refresh to highlight the product’s ‘100% naturally sourced’ credentials and the pack will be bursting with fruit. The logo and messaging will be repositioned making it easier to read and increasing brand standout, to ensure the product is unmissable on shelf. With 44% of UK households buying the Robinsons brand[1] and as the number one squash brand[2], this refresh will only leverage it further.
As part of this family, Robinsons Refresh’d benefits from the high brand awareness and has seen +9.5% penetration growth over the last year[3], bringing in 211,200 more buyers YoY[4]. Perfectly paired with food, the product is ideal for meal deal fixtures and food-on-the-go. It also taps into the growing trend for healthier soft drinks from health conscious shoppers, and the growing water plus category, worth £400m[5], with a predicted growth of 8.9% over the next five years.[6] The latest refresh of the packaging will drive further awareness and will enhance the positive shopper perception the brand has.
New Robinsons Refresh’d packaging will become available from early November onwards.
[1] Kantar Worldpanel, Take Home, Penetration, 52w/e 06.10.19
[2] Nielsen Scantrack, Total Coverage, Volume Sales, 52w/e 28.09.19
[3] Kantar Worldpanel, OOH, Penetration, 52w/e 06.10.19
[4] Kantar Worldpanel, OOH, Buyers, 52w/e 06.10.19
[5] Market estimate – Nielsen Take Home, 52w/e 28.09.19, CGA Total OOH, Data to 30.06.19 and Kantar Worldpanel, Discounters excl. Iceland and Wilkos, 52w/e 06.10.19
[6] Britvic total market forecast
Comments are closed.