Britvic is axing its Robinsons Fruit Spring juice drinks and replacing them with Juicy Drench, an extension of its Drench bottled water brand.
Consumers did not associate the three-strong Fruit Spring range, which is being delisted from April after five years on shelf, with Robinsons' family-focused image, said Britvic.
Juicy Drench, which is made from a blend of 8% juice and 92% spring water, would benefit from the more obvious adult association with a bottled water brand, said Leslie Davey, brand director at Britvic.
"Juicy Drench is a real step forward in juice drinks and is designed particularly for adult consumers in the on-the-go environment," she said. "With the benefit of no artificial colours, flavours or preservatives as well as Drench spring water, we're confident it will provide retailers with an opportunity to increase sales by offering consumers the different taste experience they're after."
The £169m impulse-buy juice category hadn't yet provided a hydrating and tasty product at the right price, she said.
Juicy Drench will hit shelves in convenience outlets from next week, supported by a £5.5m marketing campaign including TV, PR and in-store activity. It will be available in orange & passionfruit, cranberry & raspberry and blackberry & apple flavours at a price-marked 89p for 440ml.
When it was launched, the adult-targeted Fruit Spring was billed as a healthy combination of fruit juice and spring water.
Consumers did not associate the three-strong Fruit Spring range, which is being delisted from April after five years on shelf, with Robinsons' family-focused image, said Britvic.
Juicy Drench, which is made from a blend of 8% juice and 92% spring water, would benefit from the more obvious adult association with a bottled water brand, said Leslie Davey, brand director at Britvic.
"Juicy Drench is a real step forward in juice drinks and is designed particularly for adult consumers in the on-the-go environment," she said. "With the benefit of no artificial colours, flavours or preservatives as well as Drench spring water, we're confident it will provide retailers with an opportunity to increase sales by offering consumers the different taste experience they're after."
The £169m impulse-buy juice category hadn't yet provided a hydrating and tasty product at the right price, she said.
Juicy Drench will hit shelves in convenience outlets from next week, supported by a £5.5m marketing campaign including TV, PR and in-store activity. It will be available in orange & passionfruit, cranberry & raspberry and blackberry & apple flavours at a price-marked 89p for 440ml.
When it was launched, the adult-targeted Fruit Spring was billed as a healthy combination of fruit juice and spring water.
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