Britvic Soft Drink, is launching an extension to its squash brand Robinsons. Robinsons Kids is a range of single concentrate squash drinks designed with kids in mind.

The Robinsons Kids range consists of three fruit flavours developed for kids, all available in the 1L, no-added-sugar, single-concentrate product format. The flavours available are: ‘Tropical Twister’, which contains a blend of apple, orange and pineapple juice and a hint of passion fruit, banana, apricot, blackcurrant and mango; ‘Apple Berry Blitzer’ contains of a mix of apple, blackberry and red grape juice; and ‘Toffee Apple Tangle’ which contains apple juice and caramel flavour. The new range of flavours has been created for a child’s palette, and has an RRP of £1.59, keeping it in line with the core Robinsons Squash 1L range.

Helen Gorman, Robinsons brand director Kids and Family at Britvic, comments: “Our research revealed that kids are looking for something new in the squash category - products that not only catch their eyes on-shelf but more importantly taste great. Robinsons Kids is more exciting and relevant for children, offering a new way for families and kids to enjoy the Robinsons brand.

“As with Robinsons Squash’d, which has been a great success, we’re evolving the Robinsons range to reflect the changing desires and consumption habits of UK consumers. We’re really excited to launch a squash range designed just for kids and are very much looking forward to seeing how children will react to the new range.”

The launch of Robinsons Kids will be supported by an integrated and interactive marketing campaign designed to raise awareness with parents pre-shop online through digital and social media tools, as well as in-store with POS materials. Awareness of the range will also be highlighted by placing home-page take over banners on grocery websites.

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