Dilutables

In May 2011 we re-entered the dilutables market with the launch of Simply Squash in two 1lt PET 89p price marked pack variants Orange and Apple & Blackcurrant.

Dilutable drinks, including squashes and cordials, are sold in concentrate form and are typically mixed with four parts water to one part syrup. This category of soft drink claims the second largest share of overall soft drink consumption with 23%. The main reason for their popularity is that they offer a low cost, easy to carry and reliable standby for kitchen shelves, as well as the launch of new flavours such as blueberry and pomegranate, which reflect the increasing popularity of superfruits. Furthermore, a dominance of low and no-added sugar variants provides lower calorie refreshment for adults and children alike.