UK: Ribena in juice category launch

By just-drinks.com editorial team | 3 April 2008

Ribena is entering a new category with the launch of Ribena 100% Pure Juices, its first new range for three years.

The launch, supported by a GBP5m (US$9.9m) marketing campaign, will include TV and radio advertising, as well as nationwide sampling and digital campaigns, starting April and running through to August.

Ribena 100% Pure Juices, to include Blackcurrant Blend and Raspberry and Blackberry Blend, have been created to enhance the brand's contemporary positioning amongst young adults, say the company.

"This is our biggest ever launch," said Ruth Irving, Ribena senior brand manager. "We're taking the things Ribena does really well - unique taste and British blackcurrant expertise - to bring consumers a brand new product with strong health credentials.

The product will be on shelves nationwide across all channels from May and will be available in a 250 ml bottle (GBP1.19) and 1ltr Tetra carton (GBP1.59).

Sectors: Soft drinks