Robinsons Fruit Squash has undergone a complete relaunch, including a new look and new flavours.

Available now, the new flavours include; apple, blackcurrant & cherry, lemon & mango, orange & raspberry and pineapple, mango & passion fruit. Limited edition variants will also be launched later in the year to coincide with seasonal activity.

The brand is also repackaging its range, supported by a similar change to on-shelf merchandising solution.

In addition, Robinsons are now only producing no added sugar variants, effectively removing 6.9bn calories from the soft drink category. The brand is leading with a ‘Play Thirsty’ message that will underpin all Robinsons activity.

Jonathan Gatward, GB marketing director, Britvic Soft Drinks, said: “We are extremely proud of the new brand positioning and packaging because it helps to communicate the high quality of Robinsons, reaffirming its position as the UK’s number one squash offering the best taste.

“All changes to the brand have been developed in consultation with consumers and customers and are based on a range of insights.”