Ribena range gets pack refresh

Ribena range

Ribena has given its entire range a packaging redesign.

New 500ml packs will hit shelves from April 17, with the rest of the range of ready to drink, carton and squash formats rolling out over the year.

The new fruity Ribena look was a success in consumer testing, with purchase intent increasing significantly for the 500ml range, up by over 20%.

Emmeline Purcell, Senior Brand Manager for Ribena at Lucozade Ribena Suntory, commented: “Following the successes of the Colouring Café and You Can’t Get Any More Ribenary campaigns, now is the perfect time to review the packs and make them look as delicious and fruity as the drink tastes. Our brilliant new designs reflect the fun and playful qualities of the number one juice drink brand and our testing has revealed really positive feedback.”

The updated look is supported by a £4m media spend across TV, outdoor and social media. Promotional activities include a large-scale four-week outdoor advertising campaign, TV advertising throughout June to August and a social media campaign with a predicted 25m consumer reach, alongside disruptive in-store theatre promotions.

Along with the redesign, both the Strawberry and Mango & Lime 500ml variants will move to No Added Sugar. This follows Pineapple & Passion Fruit Light achieving +14% value sales over regular Pineapple & Passion Fruit since its launch.