Winter Spice appears to be the hot new flavour in town, with news that Ribena is introducing new Ribena Winter Spice to its No Added Sugar squash range.
Available from 8th September within the grocery and impulse channels, the limited edition variant is similar to standard Ribena blackcurrant squash but with added aromatic spices. Ribena suggests it should be consumed hot, as “the perfect winter warmer”.
Ribena Winter Spice will be available in two formats, 850ml (rrp £2.49) and a £1.69 price-marked 600ml pack. A range of impactful in-store PoS and sampling activity will help drive awareness of the new flavour, alongside bold and visually striking packaging which will offer stand-out on shelf.
Commenting on consumer testing of Winter Spice, Jo Padwick, Marketing Manager for Ribena, said the new product received a 72% purchase intent score, with 88% of those surveyed agreeing that the product is unique.
“As the colder weather approaches so do a number of seasonal events, including Halloween, Bonfire Night and Christmas, which we know are key sales opportunities for retailers,” continued Padwick. “We have developed Winter Spice to target these occasions as a non-alcoholic mulled wine option, as well as being an alternative to tea and coffee; an any day treat to enjoy.”
The launch of Ribena Winter Spice will be supported by a £750k investment which includes in-store activation, press activity and sampling.