Britvic is breaking into the own-label dominated double concentrate squash sector with a new Robinsons line, supported by a £6.8m campaign.

The orange-flavoured Double Concentrate joins the £216.3m Robinsons portfolio on shelves next month. It is the first major brand to enter the double strength category, which was spearheaded by Tesco in April 2008, followed by Sainsbury's and Asda a year later.

Britvic claims the NPD has an edge over its own-label rivals as bottles feature a better pour control and an easy-to-grip handle.

"Research shows that many children are allowed to pour their own squash and this can lead to over-pouring, which increases wastage and cost, an issue our pour control will eliminate," said Debbie Eddy, brand controller, Britvic.

The newcomer (in regular and no-added sugar variants) is available in 1.25-litre and 1.75-litre bottles (rsp: £2.59 and £3.49 respectively). The current single concentrate format will be available in one-litre, but the two-litre variant is being discontinued.

Eddy added that the move was a "natural next step for the brand" in light of the recession.

"Consumers now consistently demand value for money, but it's not just about saving pennies at any cost it's about still being able to enjoy favourite brands, but not necessarily paying a premium."

The £6.8m ad push for the new lines, which Britvic said would reduce CO2 by 693 tonnes per year, kicks off at Easter and will include TV, in-store, sampling and promotional ads.

Britvic has also replaced its Fruit Shoot H2O kids range with Fruit Shoot Hydro. The flavoured spring water drink now comes in bigger bottles aimed at seven to 11-year olds, rather than the seven to eight-year-old audience targeted by its predecessor.

"We have learned that there is a greater need among older kids to keep hydrated as they tend to become more active with age," Eddy said.

Backed by a £2.5m campaign starting in April, the Hydro range comprises orange & pineapple, apple & raspberry and blackcurrant flavours (rsp: 85p).