Britvic owned brand Robinsons is changing the landscape of the dilute squash category by launching two new premium ranges aimed at older families and adults.
To grow a category mostly catering for younger families, Robinsons is extending its squash portfolio to create mainstream premium and premium tiers.
Working with brand design agency Bloom, the brief was to upscale the Robinsons range by creating identities for Fruit Creations and Fruit Cordials, which offer new and delicious ways to stay hydrated.
Ed Hayes, Head of Planning says, “The expanded range tells the story of Robinsons’ fruit expertise, from harvesting and pressing for Fruit Favourites, to blending with exotic fruit for Fruit Creations, to savouring the art of fruit and botanicals for Fruit Cordials.”
Fruit Creations has twice the fruit of core Robinsons. To bring this to life we used abundant fruit radiating from the centre. All 9 variants are naturally sweetened with fruit to fall below the threshold of April’s sugar levy.
Fruit Cordials is for special occasions, and includes crafted flavours like Rhubarb and Orange Blossom. The design introduces a gold leaf within the marque, uses artfully arranged fruit and botanicals and is packaged in a premium glass bottle.
Zaina Muir, Managing Partner adds “These are exciting times for Robinsons as it moves into sophisticated spaces and appeals to more adult audiences. The identity is still unmistakably Robinsons, but the distinct new expressions brings Robinsons’ fruit story to life.”
The new ranges will be on shelf from today.