Britvic is launching a new citrus addition for its Drench range, alongside a packaging refresh for the brand’s existing portfolio.
The new Mandarin & Lemon flavour will be available from November 9 and is made with a blend of fruit juice and spring water, with no artificial sweeteners, preservatives, colours or flavourings.
In addition to the new launch, Britvic has reformulated the rest of the Drench range with a new recipe, featuring no preservatives.
Trystan Farnworth, commercial director for convenience and impulse at Britvic, said: “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.”
The launch of the new flavour will be supported with PR, shopper marketing and nationwide consumer sampling. The activity will include a new ‘Win Your Lunch’ game, accessed via a mobile phone and QR codes displayed on promotional POS. Consumers must ‘spin to win’ and match three of the same icons to win cash prizes to spend on their lunch, with all participants rewarded with a free bottle of Drench.
The new Drench Mandarin & Lemon drink will have an rrp of £1.39 and will be available in 500ml bottles. Britvic is also launching a channel exclusive offer in the form of a 12 pack of £1 PMPs as well as a 2 for £1.70 promotion.