Ribena has announced launch of a new price-marked pack across its 500ml ready-to-drink range to drive value for shoppers and encourage trial during the key summer months.
The new format will be available for a limited time from July until October at a price mark of £1 to help retailers drive sales within the juice drinks segment and offer value to price-conscious shoppers.
The £1 PMP will be available across Ribena’s Blackcurrant, Blackcurrant NAS, Pineapple & Passion Fruit, Strawberry, Very Berry, Mango & Lime variants.
The brand said the limited-time PMP with its unmissable price point is set to help the drinks stand out on shelf and keep Ribena front of mind for shoppers during the summer months.
“With Ribena’s strong brand performance, we’re delighted to be launching this new format across several of our flavour variants just in time for summer,” Aurelie Patterson, head of Ribena at Suntory Beverage & Food GB&I, said.
“At a time when shoppers are continuing to seek value from brands, Ribena’s new price-marked pack is set to meet this need and is a great proposition for retailers and shoppers alike.”
The Ribena brand is currently worth £120m in retail sales and Ribena’s no added sugar range is seeing incredible recent YOY growth of over 38 per cent in the convenience channel.
The limited-time format will be supported by eye-catching POS and in-store activation.
Jo Taylorson