Ribena unveils ‘heritage’ inspired rebrand and £7m push to reverse sliding sales

Soft drinks brand Ribena has unveiled a new look and advertising campaign backed by a £7m spend.

The ‘There’s No Taste Like Home’ relaunch was the culmination of two years’ consumer research, said Ribena. It would focus on “brand building and driving more shoppers to rediscover their favourite childhood drink”.

The new-look Ribena, meanwhile, was “focused on maximising and modernising Ribena’s distinctive assets” while also harking back to its “timeless heritage”, according to the brand.

The bulk of the £7m investment centres on two films in which a pair of siblings are depicted sharing a glass of Ribena. The “unique taste” of Ribena evokes “a happy childhood moment in puddles” for the siblings.

The films will appear across TV, VOD and YouTube, and will be supported by activity in stores across the UK from July to September.

It comes with sales of Ribena having slid by 0.6% to £122.7m, on volumes down 2% last year [NIQ 52 w/e 28 December 2024]. The brand fell out of The Grocer’s Britain’s Biggest Brands survey in 2025 following the declines.

Ribena remained “one of the nation’s most recognisable and loved soft drink brands” and was worth £125m, owner Suntory Beverage & Food GB&I insisted.

Ribena Squash, meanwhile was “currently outperforming the category and growing by 5.8% in both value and volume YTD”, it said, citing NIQ data.

“For generations, Ribena has been and continues to be one of Britain’s most popular soft drinks,” said Sarah Fleetwood, head of Ribena at SBF GB&I. “This year is set to be a transformational year for our brand with a new refresh and a £7m investment in our ‘No Taste Like Home’ campaign.

“It’s not so much a new campaign as a dial-up of our roots, as we proudly turn up the volume on what makes Ribena special for our consumers and drive relevance with families today.”