d Robinsons is aiming to transform the squash category with the launch of a new pocket-sized innovation.Robinsons Squash’d is a super concentrate which is added to water, designed to appeal for the pocket or handbag to enhance healthy hydration and on-the-go consumption occasions.
Available to the grocery channel from early 2014, the Squash’d sub-brand has been created as part of Britvic’s wider vision to transform the squash category and open up new opportunities for growth.
In doing so, Britvic expects to drive the development of a new incremental pocket squash segment; a category growth opportunity which Britvic believes could be worth £200m over the next five years.
Despite over half of all UK households having a bottle of squash in the cupboard and water being the biggest out-of-home soft drink category, squash rarely leaves the kitchen.
Recognising this, Britvic conducted research into the different needs of squash drinkers, to identify the barriers preventing the category from tapping into on-the-go consumption occasions.
The research revealed that whilst shoppers are looking for products to transform water and enhance out-of-home drinking experiences, the barriers are the size and portability of current squash formats and the fact squash is largely seen as a kid’s product.
Therefore, there has been an unmet demand for products that are convenient for on-the-go consumption and at the same time have the ability to transform water.
With water equating to 49% of soft drinks consumed outside of the home, this presents a huge opportunity for taste enhancement and category growth.
Robinsons Squash’d meets the needs identified in the research.
It is available in 66ml asymmetrical shaped bottles, measuring just 7cm tall and containing 20 serves.
To offer variety to shoppers looking for enhanced, out-of-home drinking experiences, three flavour blends will be available; Apple & Blackcurrant, Orange & Peach and Summer Fruits at an RRP of £2.49
The colour of the packaging and sub brand has been created to maximise adult appeal, whilst the click-shut lid safeguards against spillages and can be closed with one hand for ease-of-use.
To help consumers transform their drinking experiences, the top of the pack fits perfectly onto the neck rim of a standard 500ml on-the-go bottle.
Jonathan Gatward, GB marketing director at Britvic, said:
“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.
“As the signpost for the squash category, Robinsons is best placed to spearhead this emerging sub-category and with a strong track record of delivering growth in other markets, we’re confident that on-the-go squash will bring excitement and recruit shoppers into the UK squash category.”
From March 2014, Robinsons Squash’d will be supported by an integrated and interactive marketing campaign designed to raise awareness and educate consumers on the usage occasions.
Robinsons SQUAHS’D is best positioned in the squash fixture and also dual-sited at till point or check out to capitalise upon the impulse, on-the-go purchasing occasion.
