UK: Britvic enters 'water enhancer' market

Britvic has entered the market for 'water enhancer' products with the launch of its new brand Robinsons Squash'd.

Sold in 'pocket-size' bottles, the product is being and is targeting out-of-home drinking occasions. Accordingly the top of the pack is designed to fit on the neck of a standard 500ml bottle of water, allowing consumers to add the concentrate on-the-go without spillage.

The product comes in 66ml bottles that stand at just 7cm tall. The flavours being made available are Apple & Blackcurrant, Orange & Peach and Summer Fruits, and bottles will be sold at an RRP of £2.49 ($4.17).

Jonathan Gatward, GB marketing director at Britvic, commented: “Britvic research reveals that there are unmet opportunities within the squash category as our range was not meeting all the consumer needs that drive purchase. We now know that shoppers are looking for a product to satisfy their demand for portable and tasty refreshment when out-of-home."

“Robinsons Squash’d offers consumers a solution suitable for today’s fast-paced lifestyle and is the ideal accompaniment for those looking to enhance on-the-go hydration occasions."

The launch of Robinsons Squash'd comes on the back of success for similar products in the USA. Kraft was the pioneer with the debut of the Mio brand in 2011, since when the category value is estimated to have risen to in excess of $400 million per year.

Source: FDIN / Zenith International / media reports