GlaxoSmithKline is to discontinue its Ribena 100% Pure Juices just a year after launching the range.

The company said today (16 April) that its priorities had "changed" adding that it would discontinue the range by the second quarter and focus instead on the Ribena squash brand.

The launch was supported by a GBP5m (US$9.9m) marketing campaign last year and was hailed as the brand's first new range for three years.

"Last year health was consumers' number one concern and now it is number eight," said Lucinda West, Ribena brand manager. "Now people are more concerned about utility bills and the economy. There is now a renewed focus on family formats and that means squash and multi-pack formats."

As a result, GSK will this month launch a one-litre Ribena Strawberry Squash, as an extension to the launch of the drink in 500ml bottles 12 weeks ago. The launch is expected to appeal to current Ribena consumers as well as drive sales among non-Ribena buyers.

"At over 10% of the 'drink later' category, squash is the third largest drink later segment in the market and this new launch is expected to further capitalise on the trend for strawberry flavours and drive Ribena squash sales this summer," the company said. 

A nationwide outdoor advertising campaign will run during April and forms part of a GBP6m integrated campaign across the Ribena brand from April through to August.