New No Added Sugar flavour launch expands Ribena’s portfolio to drive incremental category growth, supported by a national TV campaign
Suntory Beverage & Food GB&I is launching Ribena Summer Fruits, a new light and deliciously refreshing flavour innovation designed to drive category growth within the squash and ready-to-drink categories. The launch will see Ribena Summer Fruits rolled out across grocery, convenience and wholesale from 3rd March in three family friendly formats, a Squash 850ml and a RTD 500ml bottle, as well as a 250ml carton.
Ribena grew ahead of the category +8%[1] in value; +3%[2] in volume in 2025 thanks to its multi-million pound ‘No Taste Like Home’ brand campaign, strong distribution and updated pack design. The launch of Ribena Summer Fruits will further accelerate growth.
In the UK, the Soft Drinks category is currently worth £11.9bn[3], up 8.2%[4] in value since last year. Within this, Summer Fruits is currently the 3rd most popular flavour in squash[5] and the 5th most popular RTD flavour[6]. Ribena Summer Fruits has real fruit juices from apples and strawberries, enhanced with vibrant raspberry and blackberry flavour; offering innovation that taps into this trend and is well positioned to help retailers capitalise on growing demand for flavour-led refreshment.
Ribena Summer Fruits provides shoppers with a No Added Sugar option and contains 100% of the recommended daily intake of vitamin C in every serving[7]. With Ribena holding a 20%[8] market share within the total juice drinks segment and currently worth £132.7m[9], the new fruit juice drink will help retailers to leverage the growing demand for refreshing drinks, encouraging shoppers to trade up for well-loved household brands.
Sarah Fleetwood, Head of Brand, Ribena, comments: “We set out to create ‘summer in a bottle’ by blending a combination of quintessentially British summer fruits to deliver an exciting new flavour with No Added Sugar; made with real strawberry and apple fruit juice and bright raspberry and blackberry natural flavour. We know flavour innovation is key for consumers looking for a flavourful twist to their refreshment occasions, so the launch of Ribena Summer Fruits not only speaks to this trend but is also set to reinforce Ribena’s strong position within the UK soft drinks market.”
The new launch builds on Ribena’s refreshed look, rolled out in March 2025, which modernised the brand’s distinctive assets. There has been continued investment into the brand through its ‘No Taste Like Home’ ad, which ran from July to September 2025, linking Ribena closely to family connection and childhood nostalgia; the brand is now well positioned to expand its portfolio, meeting shopper demand for flavour innovation.
The launch will be supported by a wider media investment, including featuring on TV from 6th April, with an estimated reach of 85m and 75.4% of all families in the UK.
[1] Nielsen Total Coverage, KPIS, 4W | MAT | YTD – WE 24 JAN 2026. Dist. and ROS based on Total Coverage. Promo based on Total Cov. Grocery
[2] Nielsen Total Coverage, KPIS, 4W | MAT | YTD – WE 24 JAN 2026. Dist. and ROS based on Total Coverage. Promo based on Total Cov. Grocery
[3] Nielsen Discover, Total Market, Soft Drinks value sales, 52w.e. 27/12/25
[4] Nielsen Discover, Total Market, Soft Drinks % value change vs YA, 52w.e. 27.12.25
[5] Nielseniq retail measurement GB – total soft drinks 26.10.2025
[6] Nielseniq retail measurement GB – total soft drinks 26.10.2025
[7] Based on 100% of the Reference Intake (RI) for vitamin C per 250ml serving
[8] Total Coverage, KPIS, 5W – MAT – YTD – WE 24 JAN 2026. Total Coverage.
[9] Nielsen Discover, Total market Ribena value sales, 52w.e. 27/12/25
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