Fentimans premium mixers

Fentimans aims to be a ‘credible challenger’ with its new range of mixers

Fentimans is confident it can be a serious player in the premium mixers category, after it launched a seven-strong range this week - just a day before Britvic unveiled its revamped line-up of smaller format mixers.

Fentimans’ new septet for the off-trade brings together existing flavours with new variants in a 500ml bottle format. The brand was “incredibly well-placed” in the fast-growing premium mixers market because it had “rich craft credentials”, according to marketing director Andrew Jackson.

He added: “There’s something behind our brand that leaves us in really good stead to grow.”

Jackson claimed Fentimans had the capability to be a “credible challenger in an incredibly competitive marketplace” and was unbowed by the threat of more prominent competitors such as Britvic and Fever-Tree.

“The more the merrier,” he told The Grocer following Britvic’s announcement it had poured its tonics and other mixers into bespoke 125ml and 200ml bottles designed to emphasise the brand’s ‘classic British heritage’.

A 150ml can is also set to be available across an 11-strong range that has its sweetness reduced, said Russell Kirkham, Britvic senior shopper marketing manager for out of home. The revamped range is sweetened by natural fruit sugar, aspartame and other artificial sweeteners.

Britvic’s move into premium mixers for retail will be followed in November by a high-end line-up for the on-trade, created by the supplier’s new incubator company, Wisehead Productions.