Britvic’s has introduced a new Mandarin & Lemon flavour for its Drench brand, alongside a new packaging design for the entire range.
Health is becoming an increasingly important factor for consumers, with the juice drinks category worth £160m, making up 7.2% of total soft drinks. The new varieties aims to tap into this growing segment.
There will also be a channel exclusive in the form of a 12-pack of £1 price-marked packs, as well as a two for £1.70 option. The launch will be supported with a marketing campaign and sampling.
Trystan Farnworth, commercial director at Britvic, said: “As consumers lead increasingly busier lifestyles, food-to-go continues to grow. The Mandarin & Lemon addition provides them with a healthier option whether they’re at work, on the school run or looking for an afternoon pick me up.”
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