Ribena is expanding its portfolio of ’no added sugar’ products with the launch of Ribena Light Pineapple & Passion fruit.
Available within grocery and impulse channels from February 29, the SKU is being marketed as a bold and fruity treat that offers consumers a healthier choice without compromising on taste.
The new drink has already emerged as the top-performing product across the entire Ribena Light range, and it is also just one of the ways Lucozade Ribena Suntory is delivering on its ambition to reduce calories by 20% per 100ml across its portfolio.
With just 10 calories per 250ml, no added sugar and a unique, fruity taste that was rated ‘excellent’ in blind taste tests and 78% of consumers said they would buy Ribena Light Pineapple & Passion fruit.
This year will see the introduction of a new £6m marketing campaign to drive awareness of the Light range. Ribena Light will be the main focus of TV advertising throughout the year, with a particular focus on Ribena Light Blackcurrant, which has outperformed the Original Blackcurrant product in blind taste tests and has a higher repeat purchase rate.
Ribena marketing director Georgina Thomas said: “Ribena Light is for consumers of any age who never miss an opportunity to embrace the joy in the every day. We take consumer calorie consumption seriously and we are constantly expanding our portfolio of products to offer people healthier choices without compromising on taste. Ribena Light Pineapple & Passion fruit and Ribena Light Blackcurrant are strong examples of how we’re achieving this and demonstrate our commitment to reducing sugar whilst maintaining Ribena’s unique, much-loved, fruity flavour.”