Robinsons: Revitalising the squash category

Robinsons, a fruit drink brand, transformed consumers’ views of the brand by launching two new sub-brands in the UK, which generated 7.8% value sales growth.

Executive Summary

Since 2011, the squash category had been in long-term value decline, with 1.6M households leaving the category over the 7 years (-6%). The macro factors that contributed to this were increased competition of soft drinks and water perceptually being h to 41% penetration over the 8 years up to 2018, and losing £20m brand value. As the biggest brand that Britvic owned, we needed to fix this by building value and driving shoppers back into the brand.

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