Ribena has announced the launch of its latest flavour extension - Ribena Raspberry Rays.
In consumer testing, 70% of shoppers said that they would purchase a raspberry flavoured Ribena, and in taste tests, Raspberry Rays scored as Ribena’s best tasting liquid ever, brand owner Lucozade Ribena Suntory reports.
Available from the end of June, Raspberry Rays will be supplied in 500ml bottles with a ‘special edition’ flash on pack.
The company worked with a group of leading independent retailers to design supporting in-store POS material.
Charlotte Flook, head of brand for Ribena at Lucozade Ribena Suntory, said: “Raspberry Rays is perfectly positioned to bring new news and consumers into the on-the-go juice drinks segment. As the UK’s number one juice drink brand, launching this new flavour is a great way to create excitement and spur trial from current Ribena consumers whilst bringing in new ones too.
“Working alongside some incredible 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. We are confident that our new POS for Raspberry Rays will do a great job of introducing consumers to the new flavour and motivating them to try it.”
The rrp is £1.49 for 500ml, and pricemarked packs at £1.19 or 2-for-£2.20 will also be available.