Lucozade Ribena Suntory Ltd is introducing a great tasting new Ribena Mango & Lime flavour to its squash portfolio – the first piece of NPD across the core range for five years. Building upon the success of Ribena Original Blackcurrant 1litre which is currently the top selling squash SKU in grocery multiples, the incredible success of the Ribena Mango & Lime ready-to-drink variant clearly demonstrates that the brand can grow incrementally beyond its berry heritage. Launching in response to consumer research and demand, this new flavour squash is set to help retailers boost category sales by attracting a wider range of shoppers to the Ribena brand.
As exotic flavours continue to grow, Ribena aims to drive penetration and frequency by offering shoppers more choice in the squash aisle. The brand is well known for its distinguishable taste and with flavour top of the squash purchase hierarchy, the new Mango & Lime variant will complement and help drive awareness of the existing range. Available from 13th August in a 1litre bottle, the launch is being supported by extensive in-store activation as part of a wider £1m media campaign.
Hannah Norbury, Ribena Marketing Director, says, “This is the perfect time to expand our squash portfolio and we are excited to be introducing an exotic flavour, which we know has performed exceptionally well within the ready-to-drink range. Delivering £7.2m in retail sales value since launch, we are delighted that the Ribena Mango & Lime RTD has also been shortlisted for The Grocer New Product Awards this year and we have received a number of requests via social media to bring the flavour into a squash format.
“Ribena is known and loved for its delicious and intense fruit flavours. Since the launch of Strawberry squash five years ago, which moved the brand away from its traditional blackcurrant heritage, we have now identified an opportunity to broaden existing shoppers’ repertoire even further, whilst also attracting new shoppers to the category, which is vital for the overall growth of soft drinks. By launching innovation that is based on consumer demand and with Ribena the UK’s number one selling juice drink brand, we are confident that Ribena is the right brand to help retailers grow squash sales as well.”
Ribena Mango & Lime will be available in the grocery channel in cases of 12, with an MRSP of £2.89.