Robinsons has expanded its pocket-sized concentrated squash range with a line of flavours claiming functional benefits.
Called ‘Benefit Drops’, the range has debuted with four variants: Vitality, Immunity, Boost and Focus.
Vitality comprises peach, mango and passionfruit flavours with vitamin B3; Immunity is flavoured with orange and guava with added vitamin C; Boost combines raspberry, strawberry and acai flavours with vitamin B6; and Focus blends lemon, lime and ginseng with vitamin B3 and zinc.
They have rolled into grocery and convenience channels in a 66ml format, which was equivalent to 20 servings, Robinsons claimed (rsp: £2.50).
The range offered shoppers “a convenient and tasty way to gain additional vitamins while on the move”, it added.
Britvic at-home commercial director Ben Parker said: “When people are on the go all day, we know it can be difficult to stay on top of keeping hydrated.”
Benefit Drops were “the ideal portable format for shoppers on the move, adding great taste and additional vitamins to their water”, he added.
The launch will be supported by a below-the-line media campaign and social media activity.
It comes as Britvic is making concerted efforts to bolster its fortified drinks offering.
The soft drinks giant in February revealed it had joined forces with Xampla to develop a new technology that can protect vitamins within fortified drinks from sunlight.
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