Aimed at adult consumers looking for “more sophisticated” soft drink choices, Britvic has unveiled a complete relaunch of its juice drink, Drench.
The refresh of the brand will see the launch of new 500ml packaging with a modern design, supported by a communications campaign to drive consumer awareness of the new products.
The new recipe, which includes no artificial sweeteners, colours or flavourings, benefits from a combination of juices and spring water. Through its continued use of naturally-sourced stevia sweetener, the liquid has also been reformulated to contain less sugar than before in response to target consumer preferences. As a result, the front-of-pack traffic light labelling on the new variants will be amber.
Available from mid-April, the new flavours – Peach & Mango and Strawberry & Lime – will join the reformulated Pear & Blueberry variant, all of which have all been specially developed in line with consumer feedback to appeal to adults.
The relaunch is being supported by a £2m consumer campaign which will see national outdoor and in-store activation launching in June to drive further interest and awareness of the brand and its revitalised offering.
Kevin McNair, GB Marketing Director, Britvic Soft Drinks said Drench was the “perfect partner” in meal-deal and cross category promotions. He added: “Retailers should stock up on the new Drench packs now to ensure they’re meeting the needs of 30+ consumers and not losing out on valuable sales opportunities.”
Cases of 12 or 24 500ml bottles of each new flavour will be available from mid-April in both plain and 99p PMP formats.
