Lucozade Ribena Suntory is continuing its commitment to reduce calories across its portfolio with the launch of a new low-sugar Ribena flavour.
Available in a 500ml ready-to-drink format (rsp: £1.15), Ribena Light Pineapple & Passion Fruit has only 0.5g of sugar compared with the original’s 9.9g.
Available from 22 February, the product, which contains 10 calories per 250ml, is the latest move in efforts by LRS - announced in 2015 - to lower calories by 20% per 100ml of all its products.
The Ribena ready-to-drink range will see the introduction of a new £4m marketing campaign this year to drive awareness of the Ribena Light sub-range - which is set to be the focus of TV advertising throughout 2016, beginning in April.
In addition to an on-going programme of reformulation, LRS said it would increase its lines of lower-calorie and no-added sugar options in 2016, along with smaller pack formats of its most popular drinks. “Ribena Light is for consumers of any age who never miss an opportunity to embrace the joy in the everyday,” said Ribena marketing director Georgina Thomas.
“We take consumer calorie consumption seriously, and we are constantly expanding our portfolio of products to offer people healthier choices without compromising on taste.
“The complete transition to Ribena Light Pineapple & Passion Fruit is a strong example of how we’re achieving this and shows how committed Ribena is to reducing sugar while maintaining its unique, much-loved, fruity flavour.”
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