Lucozade Ribena Suntory focuses on brand refreshment and energy

Lucozade Ribena Suntory has extended its Lucozade Energy range with Blackcurrant Bliss and Pineapple Punch flavours, both of which are available exclusively to the wholesale channel and come in 380ml £1 price-marked bottles. Supporting PoS materials include barkers, wobblers and retail counter-top units.

Meanwhile, Ribena has undergone a package redesign that will roll out across the range, starting with the 500ml format. The activity is backed by a £4 million media spend incorporating TV, outdoor and social media, as well as in-store promotions. The packaging aims to increase purchase intent through greater fruit imagery and coloured bottle lids to further distinguish the flavours, while also increasing stand-out on shelf. In addition to the brand redesign, there has been reformulation with Ribena Strawberry 500ml and Mango & Lime 500ml both moving to no added sugar variants.

This follows on from the success of last year’s launch of Pineapple & Passion Fruit Light. The Ribena 500ml range has an rsp of £1.19, with £1 price-marked packs available.