Sometimes product innovation in packaging can create a whole new sector. By recognising and understanding an unmet need, Robinsons achieved this in 2014 with the launch of its Squash’d range.
Research revealed that although more than half of homes had a bottle of squash in their cupboards, it rarely left the house, missing out on a huge potential use. Squash was also a product that was associated with children, with adults drifting away from the product. However adults do drink water on the go, and Britvic discovered that one of the reasons squash was off their drinks menu was because it didn’t correspond with their active lifestyles.
With this insight Britvic developed Robinsons Squash’d, a 7cm tall pack containing 66ml of super concentrated liquid that could make 20 drinks – the same amount of squash as a standard one litre bottle.
Convenience is the key as the product is aimed at the 25-35 year olds who have dropped out of buying squash. The flip top pack has a valve to prevent spills and it is portable enough to be carried in a bag or left in the car. Its top fits perfectly into the neck rim of a standard 500ml water bottle.
What’s more, customers tend to overuse the traditional bottle concentrate, thereby reducing its cost-effectiveness. Squash’d, on the other hand, delivers the exactly the right amount of product.
This convenience has given the product a premium price too that Britvic hopes will create a £200m sector. US brands Mio and Kool Aid liquid have launched similar products, but Squash’d was first in the UK.
Squash’d’s design uses the established Robinsons logo but with a completely new packaging format to ensure that its proposition of Robinsons Set Free is not lost. In this sense it nods to both the existing visual brand language and NPD.