Brand Launch of the Year
The food and drink community celebrated success on 19 September 2019 as the winners of the Food and Drink Federation Awards were announced.
Britvic Plc - Robinsons Fruit Creations and Robinsons Fruit Cordials
Robinsons is a 196-year-old brand loved by the nation and synonymous with
family, tasty hydration,
and tennis! However, despite its enviable brand equity, Robinsons faced a
10-year value decline, led by
changing perceptions of sugar, category commoditisation, and increased
consumption of plain tap water.
To buck this trend, Robinsons had a huge task on its hands to revitalise the
brand and bring growth, not
only to Britvic, but to the wider squash category.
Robinsons tackled this by launching two key premium innovations; Robinsons Fruit
Creations and
Robinson Fruit Cordials. By targeting adults, and offering new and interesting
propositions, Robinsons
was able to turn the squash category around in just 12 months, driving
incremental growth through
penetration and trade up.
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2019 awards winners