Lucozade Ribena Suntory has extended its Ribena range with a Raspberry Rays variety, price-marked at £1.09, or two for £2.
The drink, which the supplier claims is rich in vitamin C, tested positive in trials, with 70% of shoppers claiming they would purchase a raspberry flavoured Ribena. In taste tests Raspberry Rays scored as Ribena’s best tasting variety.
From the end of this month it will be available in 500ml bottles made from 100% recycled plastic.
Sales of raspberry-flavoured drinks are growing at 17% year on year, and Ribena Rays comes in a bottle marked ‘special-edition’ that focuses on summer cues.
Lucozade Ribena Suntory launches Ribena Frusion
The brand designed the supporting PoS material in collaboration with a group of independent retailers.
Charlotte Flook, head of brand for Ribena at LRS said: “Raspberry Rays is perfectly positioned to bring new consumers into the on-the-go juice drinks segment.
“Working alongside independent retailers was a fantastic way to incorporate feedback from people who are close to our consumers every day and know what will stand out in store.
“This partnership is so valuable, not only to improve our PoS in a genuine way, but to also build long-lasting relationships with our retailers.”
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