The brand is hoping to advance the “mature” squash category with a three-point growth plan, which involves engaging with families, simplifying the role of the category and driving squash consumption through innovation.
Jonathan Gatward, GB marketing director for Britvic, told Marketing Week: “More recently we have not seen the squash category grow and benefit in the growth towards healthier drinks.
“There’s a disconnect between macro consumer trends and people’s perceptions of the category, so there’s an opportunity to take advantage of both the category and the brand.”
Gatward says the first part of Robinsons new strategy is the launch of its “Play Thirsty” Read full story ›
Source: Marketing Week
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