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Product Launch - UK: Lucozade Ribena Suntory's Ribena Orange & Guava

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Lucozade Ribena Suntory's Ribena Orange & Guava

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Category - soft drink, juice

Available - From 31 March

Location - UK, off-trade

Price - PMP (price-marked pack) of GBP0.99 (US$1.65) per 50cl bottle

Distribution - Lucozade Ribena Suntory

Suntory is set to release an orange & guava-flavoured version of its Ribena soft drink brand in the UK. The company, which completed the purchase of Ribena and Lucozade from GlaxoSmithKline at the end of last year, said today that the variant will join Mango & Lime and Pineapple & Passion Fruit in Ribena's tropical flavours stable.

The Ribena range will be backed by digital activity and outdoor ads during April, with Orange & Guava taking centre stage at the start of the Summer.

Show the press release

Ribena, the UK’s number one selling juice drink brand from Lucozade Ribena Suntory Ltd, is introducing a new great tasting Orange & Guava flavour to its RTD portfolio. Available from 31st March in 500ml bottles, the launch is being supported by a £1m media spend as part of a wider £2m campaign which is Ribena’s biggest spend on the RTD category in the last five years. ‘Orange with a secondary flavour’ is driving performance of the overall orange flavour segment at +41%, so this new variant is set to underpin growth even further and will present an incremental sales opportunity for retailers.

Given the success of Ribena 500ml, which is currently growing at +45%, over triple the rate of the juice drinks category within the impulse channel, retailers should list Orange & Guava incrementally in addition to the rest of the range. As well as standard 500ml formats, Orange & Guava will also be available as a 99p price marked pack (PMP). PMPs help consumers feel they are getting greater value for money, aiding retailers in gaining trust and repeat custom. As more and more retailers experience the benefits of stocking PMPs, 63% claim they would be more likely to stock a new product if it is released in a PMP as well as a non-price-marked pack format.

Hannah Norbury, Ribena Marketing Director, says, “With the warmer weather on the way it is the perfect time to launch this new citrus flavour with an exotic twist, with shoppers on the lookout for an on-the-go refreshing drink that delivers on taste and refreshment. We see Orange & Guava as a valuable addition to our RTD range which perfectly complements the existing Ribena Tropical flavours. Ribena Mango & Lime and Pineapple & Passion Fruit have exceeded our expectations and delivered 75% incremental sales to the juice drinks category within a year of being in market. 

“We know that new flavours strongly appeal to a young demographic which is great news for retailers. This target audience is incremental to the soft drinks category as they shop often and spend more than other age groups; this is why NPD is so crucial. Ribena Orange & Guava has tested strongly for appeal and purchase intent, with the flavour resonating well with 18-24s and 25-34s in particular. As Ribena is currently growing at +16.1% - ahead of the juice drinks segment at +13% - we would recommend retailers stock up on the new Orange & Guava flavour, in addition to the existing Ribena Tropical range, to meet consumer demand.”

Ribena’s RTD range will be supported by digital activity and outdoor six sheets throughout April, with a focus on Ribena Orange & Guava again at the start of summer. With a range of PoS also available as part of the support, retailers are presented with a valuable summer sales opportunity.

Original source: Company Release


Sectors: Product launches, Soft drinks, Water

Companies: Suntory

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