Orange adds a bit of flavour to Ribena launch

The future’s bright for Ribena, which is capitalising on the popularity of orange flavours in the soft drinks category by introducing a new line to its 500ml range.

Orange & Guava launched on March 31 in standard and 99p price-marked packs, aimed at 18-34 year olds. It will benefit from a £1m media spend as part of a wider £2m campaign. It includes digital and outdoor activity this month, with a focus on Ribena Orange & Guava again at the start of summer.

Lucozade Ribena Suntory said ‘orange with a secondary flavour’ is driving performance of the overall orange flavour segment at 41%, so the new variant is expected to present an incremental sales opportunity for retailers.

“With the warmer weather on the way it is the perfect time to launch this new citrus flavour with an exotic twist,” said Hannah Norbury, Ribena marketing director. “We know that new flavours strongly appeal to a young demographic.”