DRENCH LAUNCHES NEW CITRUS VARIANT ALONGSIDE A FULL RANGE REFRESH

Britvic is launching a new tasty citrus addition to its popular Drench range, with a Mandarin & Lemon flavour. Scoring highly for its natural and refreshing taste during consumer testing[1], the new product will be available from the 9th November and offers retailers the chance to stock a truly unique flavour within the juice drinks category. The full Drench range has also undergone a packaging refresh with a bold new design, creating further stand out on-shelf.

 

Health is becoming an increasingly important factor for consumers, with the juice drinks category worth £160m and making up 7.2% of total soft drinks[2]. The new Mandarin & Lemon flavour combines a bold tasting juice flavour with crisp spring water and contains no artificial sweeteners, preservatives, colours or flavourings. In addition to the new launch, Britvic has revamped the rest of the Drench range to also be free of preservatives. With two out of three adult consumers rating Mandarin & Lemon as the most ideal flavour for them from the entire range[3], this latest innovation from Britvic is set to drive both sales and footfall.

Trystan Farnworth, Commercial Director, Convenience and Impulse at Britvic, commented on the launch: “As consumers lead increasingly busier lifestyles, the food-on-the-go occasion continues to grow, and this latest Drench juice drink launch is the ideal accompaniment to any snack or meal deal. The Mandarin & Lemon addition provides consumers with a healthier solution whether they’re at work, on the school run or looking for that afternoon pick me up.”

 

The Drench Mandarin & Lemon flavoured juice drink will have an MRSP of £1.39 and will be available in 500ml bottles. There will also be a channel exclusive in the form of a 12 pack of £1 PMPs as well as a 2 for £1.70 option. The launch will be supported with PR, heavyweight shopper marketing and national consumer sampling. The sampling will entail a ‘Win Your Lunch’ game, accessed by scanning a QR code displayed on POS via a consumer’s mobile device. The player must ‘spin to win’ and match three of the same icons to win cash prizes to spend on their lunch, with everyone rewarded with a free bottle of Drench.

[1] Ipsos MORI, April 2018

[2] IRI Total Convenience 52 Weeks to 02/09/2018

[3] MMR Research, June 2018

Author: kimbarnard

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