Buyers have expressed doubts that consumers will be able to differentiate Britvic’s new Robinsons for Milk dilutable squash from milkshake lines.
Rolling out next week, the soft drinks specialist’s new line, which contains 10% fruit juice, comes in two flavours - Peachy Banana and Strawberry & Raspberry.
Brand controller Jonathan Gatward said the offering would “make milk more interesting for kids” and Britvic is backing the newcomer to the tune of £3.5m including TV advertising, sampling and a mobile milk bar.
However, buyers have expressed reservations over its positioning and price point, which is around 33% higher than the brand’s Fruit Squash
line. “I admire Britvic for trying to develop the squash category,” said Debbie Clarke, The Co-operative Group’s category manager for soft drinks.
“The concept fits the drive for healthier products, they deliver extremely well and the branding will reassure mums, but I don’t know if they will see it as a viable way to get their kids to consume milk. They might see these as glorified milkshakes.”
The launch follows Britvic’s unsuccessful first foray into milk and juice combinations with sparkling concoction Freekee Soda. Even a relaunch as Tango Strange Soda couldn’t prevent it being axed in January.
However, Clarke does not see the earlier move being a problem for the new line.
“Britvic can be confident that consumers won’t necessarily associate Freekee/ Strange Soda with Robinsons,” she said.
Meanwhile, the full Robinsons range is set to get new logo and descriptors, with new packaging for Fruit Shoot.
The dilutables will be split into Everyday and Added Value Squash categories.
Mary Carmichael