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Article: Britvic to axe Robinsons Fruit Break brand.(News)(Britvic Soft Drinks)(Brief Article)
- Article from:
- Marketing Week
- Article date:
- September 25, 2003
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Britvic Soft Drinks is to axe its Robinsons Fruit Break brand to make way for its Fruit Spring launch.
Robinsons Fruit Spring is a still water-based drink aimed at 20- to 25-year-old women and is set to launch in January (MW June 5). Fruit Break, a low-calorie ready-to-drink squash, targets much the same "adult one-shot" market.
Robinsons Fruit Break was launched in Spring 1999 and a spokeswoman for the company says it is a 10m [pounds sterling] retail brand, but adds: "We believe that the adult one shot market has huge potential for growth, however, we are reviewing the future of Fruit Break in the ...