Frobishers Juices is hoping to “toughen up” the soft drinks category through a complete rebrand, including a new name – Martin Frobisher’s.
The brand’s full range of juices, smoothies, presses and cordials now tell the tale of Martin Frobisher – an explorer who sailed the 16th-century seas, discovering remarkable fruits which he bashed and bottled to embolden his crew.
The premise behind the new brand is to “toughen up the soft drinks category and give operators a more robust soft drink option”.
Still using the same 20-year-old recipes, the new look range is served in environmentally-friendly glass bottles, with intricate illustrated detail to “capture the imagination” of consumers.
Jessica Waller, head of brand at Martin Frobisher’s, said: “Gone are the days of soft drinks being the soft option. We’re toughening up the category and catering for individuals who like their courage without the Dutch.
“Our range is for people who want to plough their own furrow, discover something wonderful and explore the full-on flavour of real fresh fruit – no artificial scallywags in here!
“We know that influential millennials are drinking less and leading cleaner lifestyles. Our range responds to this demand while giving sophisticated mixer options for when a slightly stronger tipple is in order.”