Between 2010 and 2017 the squash category was in terminal value decline and penetration was a leaking bucket with 1.6 million households leaving this category (6%). The macro factors that contributed to this were increased competition of soft drinks and water perceptually being healthier than a squash. As the number one brand with 38% share of the category, Robinsons led category decline, dropping from 55% to 41% penetration and losing £20m brand value over eight years to 2018. As the biggest brand that Britvic owned, it needed a transformational plan to turn around the category and deliver volume and margin growth for Britvic. To do this, Robinsons needed to be back in a value and penetration position similar to that held pre-2012.
The team set out on an unprecedented task to reverse the decline and transform the flavour concentrates category in the UK. The project, named ‘Revitalise’, was centred on changing brand perception, shifting it from an old and increasingly irrelevant brand to a modern and exciting brand in order to bring back lapsed shoppers and drive growth once more into the category.
Revitalise was executed through three key initiates: the launch of two new sub-brands, Fruit Creations and Fruit Cordial; and a brand refresh of the Robinsons core range.
The key insights for Revitalise were based upon:
- Adding value into the category to trade consumers up – proven in other FMCG categories.
- The knowledge that Robinsons was too reliant on being one product for all consumers.
This project had a huge risk attached: due to limited shelf space in retailers, the brand proactively delisted 11 products from the core range, at a value of £20m in order to launch.
The Revitalise launch has exceeded expectations and has been hailed internally and externally as a big success for both the brand and the category. Within 12 months of launch, the Robinsons Masterbrand has propelled to 7.8% value sales and 6% penetration growth. This has had a driving halo effect on the category which has turned from a position of long-term decline into 6.2% value sales growth MAT (moving annual total). Fruit Creations and Fruit Cordials were the number one and two soft drink launches of 2018, which contributed to one of the biggest-ever achievements for the Robinsons brand; Robinsons is now the number one consumed soft drink in-home, overtaking the Coca-Cola portfolio in July 2017.