Price cut on Lucozade Energy and Ribena take home bottles

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

Ribena 600ml squash and Lucozade Energy 1L format drinks will now be available at £1.50.

The move aims to tap into the continued popularity of price-marked packs, and the growth in sales of take home drinks.

“With 74 per cent of total soft drink sales coming from price-marked packs, plus a growth of 8 per cent in drink-later formats, a competitively priced drink-later range is essential for retailers,” commented Matt Gouldsmith, channel director for wholesale at SBF GB&I.

“The reduced PMPs across our Ribena and Lucozade Energy drink-later range offers a lower everyday price to consumers –at a time when many shoppers will be looking for increased value from their regular purchases. Now is the perfect time for retailers to capitalise on the popularity of the drink later format with a new reduced price-marked pack.”

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 seen a growth of 24 per cent in the independent channel in the past year. The Apple Blast flavour has enjoyed a whopping 67 per cent growth in sales during launch.

Squash sales in the independent and symbol channel are nearly double when compared to last year. Additionally, Raspberry flavours are growing at 10 per cent.

“At Suntory Beverage & Food GB&I, we scrutinise shopper behaviour and work closely with retailers to better understand what will have the strongest impact and these new price-marked packs will help retailers give their shoppers confidence that they’re getting great value,” Gouldsmith added.

Ribena Raspberry & Rhubarb £1.50 PMP, Ribena Blackcurrant £1.50 PMP and the Lucozade Energy £1.50 1L PMP range are all available to buy via wholesale now.