Britvic launches Robinson's Refresh'd brand for health-conscious on-the-go consumers

Britvic is launching another Robinsons brand variant dubbed Refresh'd, a ready-to-drink squash made using 100% naturally-sourced ingredients and containing spring water mixed with real fruit and no added sugar.

Refresh'd: Robinsons' latest squash variant
Refresh'd: Robinsons' latest squash variant

Robinsons Refresh’d will come in three flavours – Raspberry & Apple, Orange & Lime and Apple & Kiwi – with a sugarless recipe and 55 kcals per 500ml designed to appeal to more health-conscious consumers.

The brand will be promoted via TV, out-of-home and digital advertising, as well as sampling activity and in-store promotional material. Refresh’d will go on sale at the end of this month in single 500ml PET bottles at a suggested retail price of £1.29.

Robinsons has been active in developing healthier, lower-sugar soft drinks, with all its full sugar variants removed from the market in 2015.

Earlier this month, Bartle Bogle Hegarty London split with Britvic ahead of the latter's ad review.

Kevin McNair, Britvic’s GB marketing director, said: "We know that ‘healthy hydration’ is the fastest growing segment in soft drinks, so the opportunity for retailers to stock new innovative options in this area is clear.

"Found in at least four out of ten British households, we’re bringing the trusted Robinsons brand name to an on-the-go audience with this exciting launch that is set to shake up the category."