RIBENA has launched a new squash variant into the wholesale channel.
Available now in a £1.50 PMP, Ribena Raspberry & Rhubarb squash comes in cases of 6x600ml. Ribena Blackcurrant is also now available as a £1.50 PMP.
The new Raspberry & Rhubarb variant has been launched as an increasing number of UK consumers choose to holiday at home – a trend that brand owner Lucozade Ribena Suntory reckons retailers can tap into with squash drinks.
LRS also highlighted Kantar figures for May 2020 which showed raspberry flavours were growing at 10% and were 61% incremental to the soft drinks category.
Charlotte Flook, head of brand for Ribena at Lucozade Ribena Suntory said: “Squash has been a real hit with independent retail this year as consumers look for tasty ways to stay hydrated at home.
“We wanted to give convenience retailers the opportunity to attract and retain even more shoppers with a brand-new great tasting flavour and Ribena Raspberry & Rhubarb is set to do just that.
“With 74% of total soft drinks sales coming from price-marked packs, we know how important it is to offer a delicious and competitively priced squash range for independent retailers and their customers.”