|
|
Article: Robinsons Fruit Spring replaced with extension of Drench brand.(news: FOOD & DRINK)(Britvic Soft Drinks Ltd.)(Brief article)
- Article from:
- Grocer
- Article date:
- February 21, 2009
CopyrightCOPYRIGHT 2009 William Reed Ltd. 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)
|
Britvic is axing its Robinsons Fruit Spring juice drinks and replacing them with Juicy Drench, an extension of its Drench bottled water brand.
Consumers did not associate the three-strong Fruit Spring range, which is being delisted from April after five years on shelf, with Robinsons' family-focused image, said Britvic.
Juicy Drench, which is made from a blend of 8% juice and 92% spring water, would benefit from the more obvious adult association with a bottled water brand, said Leslie Davey, brand director at Britvic.
"Juicy Drench is a real step forward in juice drinks and is designed particularly for adult consumers in the on-the-go ...