Britvic has unveiled new packaging for its Robinson High Juice squash.

The frosted packaging is designed to highlight the brand's position as the 'fruitiest' of the Robinsons range, Britvic said yesterday (13 March). As well as improved packaging, the company is also releasing a new flavour - apple, strawberry and lychee.

"Britvic is continuing to develop its Robinsons squash portfolio and the repackaging of High Juice will help drive the entire squash sub-category, by pulling in new customers and urging existing consumers to trade up to premium" a spokesperson for Britvic said.  "As more adults buy into premium squash, Britvic will be assisting our retail partners to help build sales and profits across their range."

Both the packaging and the flavour extension will be backed by a consumer marketing and sampling campaign, scheduled to run from March until June.