A lot is being made of Robinsons (Britvic) and Vimto (Nichols) forays into the arena of so-called ‘liquid’ enhancers, Squash’d and Squeezy, with envious glances at at a US market now worth $400m attending the recent roll-out of these products in the UK, including a own label launch from Tesco.
Will it work? I’m skeptical, at least when presented with these first incarnations. Vimto Soft Drinks commercial director Andrew Milne rolled out a eulogic video at the Zenith International/BSDA UK Soft Drinks Conference in London last week, invoking platitudes for the product from the public
'This allows squash to be portable - people can use it on the go!'
“A brilliant idea!”, “Saves space in the kitchen!” were just two glowing testimonies. Well, clearly Milne wasn’t going to show an industry audience, which included some of Vimto parent Nichols Soft Drinks’ customers, any negative reviews.
“The pack is 50ml and makes 25 servings…this allows squash to be portable, people can use it on the go, whether it’s in the suitcase, handbag, briefcase or office desk, etc.,” Milne told delegates, including retail buyers from Asda, The Co-operative Food and Tesco, who by and large, buy the idea.