Britvic to axe Robinsons Fruit Break

Britvic Soft Drinks is to axe its Robinsons Fruit Break brand to make way for its Fruit Spring launch.

Robinsons Fruit Spring is a still water-based drink aimed at 20- to 25-year-old women and is set to launch in January (MW June 5). Fruit Break, a low-calorie ready-to-drink squash, targets much the same “adult one-shot” market.

Robinsons Fruit Break was launched in Spring 1999 and a spokeswoman for the company says it is a &£10m retail brand, but adds: “We believe that the adult one-shot market has huge potential for growth, however, we are reviewing the future of Fruit Break in the context of new plans for Robinsons.”

Insiders say that the whole Robinsons line is due for an overhaul next year. Britvic reviewed the advertising for the brand in July, moving the &£6m account out of HHCL/Red Cell into Bartle Bogle Hegarty (MW July 24).

HHCL & Partners developed an outdoor campaign for Robinsons Fruit Break in June 2001 which poked fun at diet product advertising by substituting a rake for traditional images of thin women. The ads carried the strapline: “Give us a break”.

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