Britvic is launching a new citrus addition to its Drench range, with a Mandarin & Lemon flavour available from November 9.
The full Drench range has also undergone a packaging refresh with a new design.
The new Mandarin & Lemon flavour combines a “bold-tasting” juice flavour with spring water and contains no artificial sweeteners, preservatives, colours or flavourings. In addition to the new launch, Britvic has revamped the rest of the Drench range – consisting of Peach & Mango and Pear & Blueberry variants – to also be free of preservatives.
The Drench Mandarin & Lemon flavoured juice drink will have an RSP of £1.39 and will be available in 500ml bottles. There will also be a convenience channel exclusive in the form of a 12-pack of £1 PMPs as well as a 2 for £1.70 option.
The launch will be supported with PR, shopper marketing and national consumer sampling. The sampling will entail a ‘Win Your Lunch’ game, accessed by scanning a QR code displayed on POS via a consumer’s mobile device. The player must ‘spin to win’ and match three of the same icons to win cash prizes to spend on their lunch, with every entrant receiving a free bottle of Drench.
Trystan Farnworth, Commercial Director, Convenience and Impulse at Britvic, commented: “As consumers lead increasingly busier lifestyles, the food-on-the-go occasion continues to grow, and this latest Drench juice drink launch is the ideal accompaniment to any snack or meal deal. The Mandarin & Lemon addition provides consumers with a healthier solution whether they’re at work, on the school run or looking for that afternoon pick me up.”
