Ribena rolls out Raspberry Rays

Ribena Raspberry Rays

Ribena has launched Ribena Raspberry Rays, a new on-trend raspberry-flavoured soft drink rich in vitamin C.

It will be available from the end of June in cases of 12 x 500ml 100% recycled plastic bottles.

Packs are price-marked at £1.09 or 2-for-£2. Plain packs (RSP £1.49) will also be available.

The bottle calls out the ‘Special-Edition’ credentials of the launch and highlights the fact that Ribena Raspberry Rays is rich in Vitamin C, and that the bottle is made from 100% recycled plastic.

Ribena worked with several leading retailers to design supporting in-store PoS materials and to hear their views on the drink ahead of its launch. The feedback on the taste was incredibly positive, and retailers spoke passionately about the impact that the new launch could have on their summer soft drink sales.

Retailers seeking PoS materials should get in touch with their local Lucozade Ribena Suntory representative.

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 drink ever.

Charlotte Flook, Head of Brand for Ribena at Lucozade Ribena Suntory, said: “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.”