Ribena is looking to revive sales of its fortified Plus range with new-look packaging.
Rolling out from mid-June on the 850ml squashes and multipack ready-to-drink lines, the revamp is part of a £5m spend that includes TV ads launched in March.
It comes as sales of Plus have fallen 13.2% year on year to £8.7m [IRI 52 w/e 26 April 2014]. Sales of the RTD lines are static, and the decline has been driven by a 34.3% slump in value sales of Plus squashes.
The new look - which extends to shelf-ready packaging - was designed to differentiate Plus from the core Ribena offering and flag up the added vitamins and no added sugar, said marketing director Hannah Norbury. “We have received positive trial results showing the design conveys the message Ribena Plus delivers above and beyond with its added vitamins, yet strikes a balance with fun and suitability for kids,” she added.
Plus launched in 2012, and comprises drinks with vitamins A and C, and added calcium.
Last month, Ribena was rapped by the ASA for altering the wording of EU-authorised health claims when referring to Plus on its website.