The launch comes as the premium mixers category is providing rich veins of financial success and NPD for soft drinks suppliers, with Fentimans' value sales increasing 28.7% over the past year [IRI 52 w/e 30 January 2016] and Britvic set to introduce a range to challenge the sector dominance of Fever-Tree. Fentimans UK & Ireland sales director Dave Robson claimed the launch of the 500ml mixers would create a "credible challenger" in the premium mixer category. "Shoppers are increasingly seeking brands with authenticity and strong natural credentials, but crucially deliver a strong value proposition," he added.