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.
Tel: Lucozade Ribena Suntory 020-3727