Lucozade Energy and Ribena reduce PMP across take-home drinks

Lucozade and Ribena

Suntory Beverage & Food GB&I, the new name for Lucozade Ribena Suntory, has cut the on-pack price of some of its most popular drink-later products.

From now, the price of Ribena 600ml squash and Lucozade Energy 1L format drinks will be reduced to £1.50.

The launch of the reduced PMPs coincides with two new flavours available in the drink-later format: Lucozade Energy Apple Blast and Ribena Raspberry & Rhubarb squash.

Lucozade Energy’s 1L format has grown at 24% in the independent channel in the past year and 67%  of Lucozade Energy Apple Blast sales during launch were incremental to the Sports & Energy category.

Squash sales in the independent and symbol channel are nearly double  what they were this time last year. Additionally, Raspberry flavours are growing at 10% and are 61% incremental to the Soft Drinks category.

Ribena Raspberry & Rhubarb £1.50 PMP, Ribena Blackcurrant £1.50 PMP and the Lucozade Energy £1.50 1L PMP range are all available from wholesalers now.