Britvic Soft Drinks is developing a brand extension to its Robinsons line called Robinsons Fruit Spring, which the company says is being developed for a launch early next year.
The drinks manufacturer has refused to comment on the nature of the launch, but industry insiders suggest it could be a flavoured water. However, Britvic denies this.
Britvic has no water products in its portfolio but has identified a large opportunity in the category. The Britvic Soft Drinks Category Report 2003 stated: “Mineral water has experienced the largest category value gains, up 14 per cent, within soft drinks this year.” The mineral water category was valued at &£283m by multiples and co-op grocers in 2002.
GlaxoSmithKline launched a Lucozade Sport bottled water brand extension earlier this year, called Hydroactive, which comes in Citrus Fruits and Summer Fruits flavours (MW January 23).
Britvic is reviewing its &£8m Robinsons business which was held by HHCL/Red Cell. The move out of HHCL/Red Cell is believed to have been prompted by the Red Cell network’s links to Coca-Cola in the US. The latest Coke ads to hit the UK, featuring Friends actress Courtney Cox-Arquette, are a collaboration between Berlin Cameron Red Cell and McCann-Erickson.
Robinsons brand controller Janine Chandler is to leave the company and move to New Zealand for family reasons.