Fentimans will triple turnover by 2022, says owner

By Nikkie Sutton

- Last updated on GMT

New look: Fentimans boss Eldon Robson revealed the soft drinks brand will be revamped
New look: Fentimans boss Eldon Robson revealed the soft drinks brand will be revamped
Premium soft drinks company Fentimans has revealed that it will triple turnover as part of a five year plan.

Owner Eldon Robson also predicted that the category of soft drinks will grow stronger over the next five years and beyond.

He said: “Specialist companies, like mine, will always have a future because innovation is always a great thing.

“Looking at the way food and drink has been going and how discerning people are about the sector, it seems the industry is on pretty solid ground.”

New look for Fentimans

Robson outlined the company’s further plans for the future and revealed that Fentimans will be given a new look.

He said: “We are going through a revamp of the packaging and after 22 years, we will be giving the labels a facelift to help become more contemporary and stylish.”

Robson gave The Morning Advertiser ​his take on craft in soft drinks and how companies are jumping on the bandwagon by ensuring brands follow the heritage trend.

He said: “The word ‘botanical’ is being bandied around a great deal and despite the fact we are very small, we were the instigators of that and we do get others trying to copy what we do.”

Craft movement

The Fentimans boss added: “The craft movement of soft drinks is moving in the direction of all-natural products, which is good, but Fentimans is the genuine thing.

“Others copy the history and provenance by producing sepia photographs and coming up with an old-fashioned name but we have been the genuine article from the word go.”

Meanwhile, the premium soft drinks company reported its sparkling flavour variant, lime and jasmine exceeded initial target sales by 40%​ last March.

Related topics: Soft & Hot Drinks

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