Ribena is bringing a ray of sunshine to chillers with the launch of a brand new drink – Ribena Raspberry Rays. The thirst-quenching new flavour, rich in Vitamin C, is ideal for shoppers looking for a burst of summer sunshine from their soft drink.
The new launch is sure to be a hit. In consumer testing, 70% of shoppers said that they would purchase a raspberry flavoured Ribena, and in taste tests, Raspberry Rays scored as Ribena’s best tasting liquid ever.
From the end of June, it will be available in 500ml bottles made from 100% recycled plastic. Raspberry Rays contains the same brilliant burst of flavour shoppers know and love from Ribena, in an on-trend new offering. Sales of raspberry-flavoured drinks are growing at 17%[i] year on year, and with a special-edition bottle that focuses on strong summer cues, Ribena Raspberry Rays is sure to be a seasonal smash for retailers.
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.
In a unique move, Ribena worked with a group of leading retailers to design supporting in-store POS materials and to hear their views on the drink ahead of its launch. The feedback on the taste was incredibly positive, and retailers spoke passionately about the impact that the new launch could have on their summer soft drink sales.
Charlotte Flook, Head of Brand for Ribena at Lucozade Ribena Suntory, says: “Raspberry Rays is perfectly positioned to bring new news and consumers into the on-the-go juice drinks segment. 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.
“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. This partnership is so valuable, not only to improve our POS in a genuine way, but to also build long-lasting relationships with our retailers. 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 newly-designed POS – developed for retailers, by retailers – 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.
“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.”
Harj Dhasee, The Village Store, Mickleton, Gloucestershire
“Ribena Raspberry Rays is a fantastic-tasting drink. My favourite Ribena I’ve tried so far. I can’t not see it being a success. It’s going to fly in the summer months and kill it in store in my opinion!”
Amit Puntambekar, Ash’s Shop, Fenstanton, Cambridgeshire
“Ribena Raspberry Rays is a great product, with a great design. It will DEFINITELY sell with my customers – they love new products like this.”
Gursh Sandhu, Kings Wines, Bedfont, West London
“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.”
Kay Patel, Best-One Stratford
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, giving loyal Ribena shoppers a greater choice from their favourite soft drink.
[i] EXT IRI, Marketplace GB, value sales, latest 52-week data to 28.07.19
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