Britvic Soft Drinks is to spend £31m on a major revamp of Robinsons, the biggest in the brand’s history.

As well as adding new products, Britvic wants to give greater clarity with a uniform design across all products.

And it plans to reduce the current plethora of multiple advertising messages into one.

Robinsons Original will be called Fruit Squash, Special R will become No added Sugar and Fruit and Barley will be The Smooth One. The 35 flavours available will be cut down to 27.

Britvic said the clearer labelling would make the drinks fixture easier to shop.

Top of the list of new
products will be Fruit Spring, which will hit shelves in the new year. Aimed at busy, on-the-go adults aged 25 and over, the drink, which combines fruit juices and still spring water, will be available in three flavours - Raspberry & Lemon, Apple & Lime and Apple & Cranberry.

Robinsons brand controller Janine Chandler said: “Given 42% of office workers take a packed lunch to work, we decided to expand into this growing market.”

The drinks contain no artificial sweeteners, colours or flavourings and will be available from January 19, price-marked at 75p for a single 440ml bottle. Multipacks of four will retail for £2.49. The launch will be supported by a £6.5m marketing support campaign, including national TV advertising.

March will see Robinsons expanding into milk with Robinsons for Milk, targeted at kids between three and 12. The dilutable contains 10% fruit and aims to provide an incentive for children to drink more milk.
Jo de Mille