Britvic: Squash’d

September 13, 2016

squash'd

Background

  • Robinsons was looking to extend its brand reach and planned to launch a portable super-concentrate juice product to the market, catering to the ‘on-the-go’ needstate

Insights

  • PRS IN VIVO conducted a Retail Lab test in the UK in both impulse and grocery channels to assess potential performance of the NPD concept
  • It was particularly important to understand the role of SRP and fixturization to aid development of channel launch strategy and help inform retailers of the potential to expand the category

Outcome

  • The shoppers highly appreciated the product and concept when understood
  • Performance with ad exposure was well above our norms, especially in the convenience environment
  • Robinsons Squash’d was launched in early 2014 and is the market leader in this new and emerging segment