Executive Summary
Since 2011, the squash category had been in long-term value decline, with 1.6M households leaving the category over the 7 years (-6%). The macro factors that contributed to this were increased competition of soft drinks and water perceptually being healthier than a squash. As the number 1 brand and with 38% share of this category, Robinsons was also in despair, dropping from 55%to 41% penetration over the 8 years up to 2018, and losing £20m brand value. As the biggest brand that Britvic owned, we needed to fix this by building value and driving shoppers back...