Britvic has relaunched its juice drink, Drench, with new packaging and an updated recipe.

Kevin McNair, GB marketing drector, Britvic Soft Drinks, explained: “We know that the typical adult consumer (30+) is leaving the soft drinks category in favour of healthier options such as tea, coffee and water but still wants something tasty and refreshing, so there is a need for a relevant grown-up solution to keep these drinkers in the category.

“We’re confident that the reformulated recipe and extensive development that we’ve put behind the relaunch of Drench will drive sales for retailers.”

The refresh of the brand will see the launch of new 500ml packaging, supported by a communications campaign to drive consumer awareness of the new products.

New flavours – Peach & Mango and Strawberry & Lime – will join the reformulated Pear & Blueberry variant, all of which have all been developed in line with consumer feedback to appeal to a grown-up taste palette.

The relaunch is being supported by a £2m consumer campaign with national outdoor and in-store activation launching in June.

Kevin McNair added: “Adults tend to over index in the lunchtime occasion, purchasing 11% more than average, making Drench the perfect partner in meal-deal and cross category promotions. Retailers should stock up on the new Drench packs now to ensure they’re meeting the needs of 30+ consumers and not losing out on valuable sales opportunities.”

Cases of 12 or 24 500ml bottles of each new flavour will be available from mid-April in both plain and 99p price-marked formats.

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