Suntory Beverage & Food GB&I (SBF GB&I) has launched Ribena Cherry Twist, a special-edition line available now in price-marked 500ml bottles.

Ribena Cherry Twist will be supported by a £3.7m advertising campaign, spanning across TV, social media and in-store marketing, as well as features recycling messages on-pack.

The new flavour joins Ribena Blackcurrant, Blackcurrant No Added Sugar, Strawberry, Very Berry, Raspberry, Pineapple & Passion Fruit and Mango & Lime in the brand’s 500ml range, giving shoppers a greater choice.

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Helen Passard, head of Ribena at SBF GB&I, said: “Sales of cherry-flavoured drinks are growing at 20% year on year and 41% of juice drink purchases are unplanned so there’s lots of opportunity to excite shoppers and encourage a purchase. A new flavour like Cherry Twist is the perfect way for retailers to do just that.

“Ribena Cherry Twist comes at the perfect time for our brand, too. Following two years and £1.6m of investment, last year we unveiled new packaging for the Ribena 500ml ready-to-drink range. The packaging overhaul made Ribena the largest selling brand with bottles made from 100% rPET that are also 100% bottle to bottle recyclable giving it the optimum chance of being turned back into a bottle once recycled.”

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The cherry-flavoured soft drink will also feature as part of SBF GB&I’s first ever cross-brand consumer promotion running across its core brands this summer.

Consumers will have the chance to win a host of summer prizes, such as camping, biking and for Ribena entrants, barbecue prizes – helping to boost visibility of Ribena Cherry Twist and the rest of the range.

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