Britvic is moving into the organic soft drinks sector by launching Robinsons Organic fruit cordial.
The drink, to be launched in lemon and orange flavours, will be rolled out in glass bottles to major retailers nationwide by the end of next week.
Robinsons’ brand design agency, Brandhouse WTS, has handled design work on the new bottles. It is not known whether Britvic is planning a major marketing campaign for the new drink. HHCL & Partners handles above-the-line work for Robinsons.
Brandhouse design consultant Paula Macfarlane says: “The Organic range will communicate the ‘natural goodness’ of the product, while remaining within the brand framework.”
Organic will be sold in dark green glass bottles, which Brandhouse says add to the shelf life of the drink.
Robinsons is a major sponsor of British tennis and, as well as sponsoring the country’s number one player Tim Henman, is backing a team of six young players in their bid to become Wimbledon champions.
Last summer, Britvic spent &£8m on marketing to back the launch of children’s drink Juice Up as a rival to Procter & Gamble’s Sunny Delight.
Britvic, owned by PepsiCo, Bass, Allied Domecq and Whitbread, is being sold off. The company is expected to fetch at least &£400m.