Robinsons

This rise in demand for Robinsons' products bucked a broader, weather-driven downward sales trend for many cold drinks.

Its Britvic parent company invested some £7.5m in what it described as a new 'aseptic production line,' intended to allow the drinks maker to produce preservative-free items.

The first products to emerge from this facility were Robinsons Smooth Juice and Fruit Shoot 100% Juice, intended to give the company a greater presence in the pure juice category, which it suggests is now worth £1bn.

The technology involved allows for ambient product storage, and removes the need for chill chain distribution, which makes it more cost effective.

“The new aseptic line is a significant step forward for the company in both the short and long-term as we look to aggressively drive our leading position in the faster growing stills category,” says chief executive Paul Moody.

Other Robinsons-related product developments included the launch of eight-strong multipacks of Fruit Shoot H2O water, which is aimed at children, and the removal of artificial colours and flavourings from Robinsons Squash, in what the company claimed is a marketing first. This move was backed up with a £2.4m print and television promotional campaign, along with redesigned packaging.

“It's important that we continually acknowledge and respond to the changing preferences of our consumers,” says Robinsons brand manager Tom Dalton.

As with many of its rivals, the business is looking at the environmental impact of its packaging, and the re-sealable bottle for its Fruit Shoot 100% Juice is now 100% recyclable, and its contents do not need refrigeration.

The brand, which in the past has used platforms such as the Wimbledon tennis tournament to market its products, has also signed a two-year sponsorship deal for BBC Television's Sports Personality of the Year event, allowing the audience size to increase from 3,000 to 8,000, and providing Robinsons with a high profile event tie in.

2007 £283.8m
2006 £277.3m
yoy change 2.4%