Ribena Really Light Raspberry

New Ribena Really Light Raspberry & Pomegranate drives sales

19th April 2007, 11:06am

Ribena, the UK's number one juice drink, is expanding its Ribena Really Light range with a new Raspberry & Pomegranate flavour.

The new variety builds on the huge success of Ribena Really Light Blueberry, which has proved extremely popular since its launch early last year and is already worth £2.2 million, with 50% sales incremental to the category.

Ribena Really Light Raspberry & Pomegranate is set to boost sales further and encourage category growth as research shows that consumers love it: in consumer tasting 80% of people stated they would probably or definitely buy it.

Available as part of the Ribena ready-to-drink range in 500ml bottles, Ribena Really Light Raspberry and Pomegranate is part of the brand's current strategy to widen appeal amongst its core audience of young adults. Like all drinks in the Ribena Really Light range, Raspberry & Pomegranate is packed with taste and contains no added sugar.

Anne MacCaig, Marketing Director at Ribena, said: "Ribena Really Light Raspberry & Pomegranate is set to generate interest and excitement in the juice drinks category and further boost sales of the Ribena Really Light range, which grew by 52% last year.

"We're confident that Ribena Really Light Raspberry & Pomegranate will drive trial and increase the frequency of purchase among existing Ribena consumers - as well as attract new drinkers to the brand."

Really Light Raspberry & Pomegranate will benefit from the Ribena £7 million media spend, which will drive demand with in-store POS materials, TV and outdoor advertising and a hard-hitting media relations campaign.

Stock up now on Ribena Really Light Raspberry & Pomegranate to ensure you have the right range in your chiller to satisfy consumer demand when it launches next month.

RIBENA is a registered trade mark of the GlaxoSmithKline group of companies.