BRITVIC CELEBRATES BRAND SUCCESSES FOR PEPSI MAX AND REFRESH’D

Britvic is pleased to be celebrating the start of 2018 with success for two of its leading brands; Pepsi MAX ended 2017 with record high market share[1] and Robinsons brand extension, Refresh’d, was the number one Soft Drinks innovation of last year[2]. As consumers continue to prioritise health and wellness and opt for low and no sugar soft drinks, Britvic’s recent brand innovations are rising to the challenge of meeting the ever-changing needs of consumers, and driving growth within the category as a result. Original JPG-KJ23896_KSJ173295_Pepsi_Max_2L_Wrap_Label

 

 

Pepsi MAX

Britvic has experienced strong sales growth for Pepsi MAX, which achieved a record market share at the end of 2017[3]. With its ‘maximum taste, no sugar’ positioning, Pepsi MAX has been the core focus of all Pepsi advertising in 2017 and in fact the brand has led with its sugar-free variant for several years. The brand has successfully responded to the growing number of consumers looking for low and no sugar options with new flavour innovation within the MAX brand, including Ginger and Cherry. In fact, Pepsi MAX Cherry is now the No. 1 flavoured cola across the Off-Trade[4]. In terms of volume, Pepsi MAX is now the biggest low or no sugar cola across the convenience & impulse sector[5], signifying the growing demand for great tasting drinks with reduced sugar content, as consumers become more health conscious.

 

Robinsons Refresh’d

Britvic is also delighted to announce that, according to Nielsen data, Robinsons Refresh’d was named the No.1 soft drinks NPD launch in 2017 and exceeded £7.4m value in retail sales during 2017[6]. Refresh’d is an on-the-go format extension of the No. 1 GB Squash brand[7], Robinsons.

 Original PNG-Robinsons Refreshd Orange And Lime PET 500ml

Available in three tasty flavour combinations – Raspberry &Apple, Orange & Lime and Apple & Kiwi – and containing real fruit and no artificial colours, Robinsons Refresh’d has appealed to health-conscious consumers looking for more interesting and lower sugar fruit drink options.

 Original PNG-Robinsons Refreshd Apple And Kiwi PET 500ml

Paul Graham, GB Managing Director at Britvic, commented: “This is a key moment for Pepsi MAX, which has been consistently taking market share, in a growing category, for many years now. With consumers increasingly seeking great tasting no and low sugar options, it is great to see how successfully Pepsi MAX is taking advantage of that trend, through new flavour innovations and a bold ATL campaign.

 

“We’re also thrilled that Robinsons Refresh’d has been so well received. By extending the trusted Robinsons name into an on-the-go format, we’re able to capitalize on the hydration trend and offer an exciting, new product that’s also exempt from the sugar levy.”

 

Britvic has led the industry in taking steps to help consumers make healthier choices, through a long term and extensive reformulation programme, an innovation pipeline focused on healthier products, and marketing responsibly. These new results demonstrate its commitment to producing healthier products that cater to changing consumer trends and that its portfolio is well positioned ahead of the impending Soft Drinks Sugar Levy when it comes into place in April 2018.

Original JPG-Robinsons Refreshd Raspberry And Apple PET 500ml

 

 

[1]Nielsen Scantrack, Total Coverage, Value Share, 12w/e 09.12.17

[2]Nielsen Scantrack, Total Coverage, Value Sales, 52w/e 23.12.17

[3] Nielsen Scantrack, Total Coverage, Value Share, 12w/e 09.12.17

[4] Nielsen Scantrack, Total Coverage, Value Sales, 52w/e 23.12.17

[5] Nielsen Scantrack, Total Impulse, Volume Share, 26w/e 30.12.17

[6]Nielsen Scantrack, Total Coverage, Value Sales, 52w/e 23.12.17

[7] Nielsen Scantrack, Total Coverage, Value Sales, 52w/e 23.12.17

Author: kimbarnard

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