Britvic is targeting the on-the-go market with two new drink launches.
The soft drinks giant has added a new flavour to its Robinsons ready-to-drink range: Blackberry & Blueberry.
The NPD would “allow retailers to offer their shoppers even more variety when it comes to choosing soft drinks”, it said.
It rolled into supermarkets and convenience stores at the beginning of the month (rsp: £1/500ml).
Britvic has also today (7 March) launched its 7up Free Cherry flavour in a 500ml bottle for the first time “to capitalise on the opportunity on-the-go soft drink occasions represent”, it said (rsp: £1.69).
The initial rollout of 7up Free Cherry in take-home formats was “one of the biggest new product launches in the category over the last two years”, claimed Britvic at-home commercial director Ben Parker.
Both launches will be supported with digital advertising and in-store activations.
Britvic will also launch a wider digital media and OOH campaign for 7up in May to “draw shoppers’ attention to the new format and shine a light on the different flavours available from 7up”, it said.
The campaign will run until the end of August.
The launches come after recent research commissioned by Britvic revealed two-thirds of retailers were “seeing growth in impulse soft drinks sales”, with “over a third” predicting on-the-go would “exceed pre-Covid levels”.
Indeed, the return of on-the-go sales had a profound impact on the soft drinks category last year: value sales of carbonates alone were up 5.6% to £3.4bn [NielsenIQ 52 w/e 11 September 2021].
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