Ribena has dipped its toe into the Enhanced Water category for the first time with the launch of new sub-brand Ribena Frusion.
Ribena Frusion is available now in 420ml (RSP £1.35) and 1-litre (RSP £2) formats. The 420ml bottles come in two flavours, Kiwi and Blueberry, while the 1-litre bottles offer a choice of Lemon Peel or Kiwi. The 420ml bottles are made from 100% recycled plastic.
The launch will be supported by a £6.2m marketing spend that includes TV, out-of-home, digital, sampling and in-store activity. The campaign starts in May.
Ribena Frusion uses blackcurrant water naturally infused with real fruits and botanicals. Low in calories, rich in Vitamin C and with no sweeteners or preservatives, it aims to tap into a growing consumer focus on “enjoyable wellness”. In consumer testing, 89% of respondents voiced an intent to purchase.
Blanche de Gramont, Senior Brand Manager for Ribena at Lucozade Ribena Suntory, commented: “This is a huge launch for the Ribena brand, and builds on the expertise that Ribena has in working with the mighty blackcurrant. Ribena Frusion will cater for a growing segment of the population and become an integral part of the daily routines of shoppers.”
For more information, retailers should call Lucozade Ribena Suntory on 08702 408601 or visit www.lrsuntory.com.