Ribena zero sugar sparkling drink

Source: Suntory Beverage & Food GB&I

The NPD will launch in 500ml and two-litre bottles (rsp: £1-£1.29)

Ribena has rebranded its sparkling drinks range and added a zero-sugar flavour.

The brand’s new “refreshing” variant is touted as featuring the brand’s “iconic blackcurrant flavour, without the addition of sugar”.

It will launch in 500ml and two-litre bottles, which Ribena said would meet demand “for both drink now and drink later formats” (rsp: £1-£1.29).

New-look packaging has also rolled out across the sparkling range to “help the drinks to stand out on shelf to encourage trial and drive additional purchases”.

The new packs will also showcase reduced-price PMP bottles to help retailers drive value in their range at a time when consumers are price sensitive.

According to Suntory Beverage & Food GB&I head of Ribena Sarah Fleetwood, zero-sugar drinks were “driving growth within the soft drinks category”.

With HFSS clampdowns on the horizon too, there was “a big opportunity for retailers to maximise sales in zero-sugar soft drinks through category favourites and new additions like Ribena Sparkling Zero Sugar”, said Fleetwood.

The launch will be supported by a marketing campaign involving out-of-home, social media and in-store activity.