RIBENA has added a new flavour, Orange & Mandarin, to its Ribena Plus range.
The new variety is designed to cash in on demand for sugar-free orange squash, which Nielsen says is growing at 12.4% year on year – well above the no-added-sugar category average of 4.6%, says the Ribena marketing team.
Hannah Norbury, Ribena marketing director, said: “Ribena has always been known for its use of berry fruits, but the launch and subsequent success of Ribena Tropical demonstrated the growing consumer trend for different and more exotic flavours. Our tropical variants were an astounding success and delivered 75% incremental sales to the juice drinks category according to Total Impulse.”
The new flavour is available in an 850ml bottle (RRP £2.86) and 10 x 200ml multipack (RRP £2.69). A £5m promotional campaign kicks off this month.
• Growing interest in exotic flavours and world cuisines is good news for Rubicon, according to brand owner AG Barr.
“Rubicon has a fantastic range of flavours including Mango, Passion, Guava, Lychee, Pomegranate, Watermelon, Guanabana and Papaya,” said Adrian Troy, the company’s head of marketing.
According to the company’s own market data, the fastest-growing flavour in the Rubicon range, worth £1m according to Nielsen Scantrack, is Lychee.