Ribena launches new flavour accompanied by retailer-designed POS

Lucozade Ribena Suntory has unveiled a new flavour under the Ribena brand:  Raspberry Rays

Rich in Vitamin C, the brand new drink has shown much promise in consumer testing, with 70 percent of shoppers saying they would purchase a raspberry flavoured Ribena. The flavour has also scored as Ribena’s best tasting liquid ever in taste tests.

“Raspberry Rays is perfectly positioned to bring new news and consumers into the on-the-go juice drinks segment,” commented Charlotte Flook, head of brand for Ribena at Lucozade Ribena Suntory.

“As the UK’s number one juice drink brand, launching this new flavour is a great way to create excitement and spur trial from current Ribena consumers whilst bringing in new ones too.”

The launch also marks a unique partnership with retailers, as the brand has worked with a group of leading independent retailers to design supporting in-store POS materials and to hear their views on the drink ahead of its launch.

Harj Dhasee, of the Village Store in Mickleton, Gloucestershire who was part of the initiative, said:  “I love new Ribena Raspberry Rays. Raspberries are a new, up-and-coming trend. The flavour is bold, fruity, nice, and really refreshing. I’m really looking forward to putting it in store.”

Kay Patel, who runs the Best-One Stratford, added: “I really like the flavour of Ribena Raspberry Rays and the design really stands out. With the right POS to help it stand out, I think it will be a really good seller for us.”

Flook said the partnership proved valuable in building long-lasting relationships with retailers, apart from improving the POS in a “genuine way.”

“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,” she said.

“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.”

The drink will be available in 500ml bottles from the end of June. 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.

The newly-designed POS will be available alongside the drink, and those who would like POS for their store should get in touch with their local Lucozade Ribena Suntory representative.

The new 500ml raspberry-flavoured drink joins Ribena Blackcurrant, Blackcurrant No Added Sugar,Strawberry, Very Berry, Pineapple& Passionfruit and Mango & Lime in the brand’s 500ml range. RRP: £1.09 PMP or 2-for-£2 (500ml) / £1.49 (500ml).