Ribena has added a new Summer Fruits variant, made with “real fruit juices from apples and strawberries, enhanced with vibrant raspberry and blackberry flavour”.
The NPD will roll out across grocery, convenience and wholesale from 3 March in 850ml squash (rsp: £2.79), 500ml bottle (rsp: £1.59) and 250ml carton (rsp: 80p) format.
It was “well positioned to help retailers capitalise on growing demand for flavour-led refreshment”, said Ribena supplier Suntory Beverage & Food GB&I.
“We set out to create ‘summer in a bottle’ by blending a combination of quintessentially British summer fruits to deliver an exciting new flavour with no added sugar,” said Ribena head of brand Sarah Fleetwood.
“We know flavour innovation is key for consumers looking for a flavourful twist to their refreshment occasions, so the launch of Ribena Summer Fruits not only speaks to this trend but is also set to reinforce Ribena’s strong position within the UK soft drinks market.”
Ribena Summer Fruits features the refreshed brand identity for Ribena, rolled out last March.
The flavour joins a Ribena lineup that includes Blackcurrant, Strawberry and Pineapple & Passion fruit.
Its launch will be supported by a wider media investment, including featuring on TV from 6 April.
Ribena grew value sales by 8% last year on volumes up 3%, SBF GB&I said, citing NIQ data.
Growth was driven by the brand’s new multimillion-pound ‘No Taste Like Home’ brand campaign, “strong” distribution and the updated pack design, the supplier added.
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