Ribena is launching a new flavour into the wholesale channel this month. Ribena Raspberry & Rhubarb squash will be available from the end of July in 600ml squash bottles.
The brand highlighted that squash sales in the independent and symbol channel are nearly double what they were this time last year due to consumers spending more time at home and looking for interesting soft drinks options. And with people spending more time in their garden and ‘stay-cationing’ this summer, Ribena believes there is an opportunity for retailers to offer a targeted drinks range to suit this occasion.
The new flavour – Ribena Raspberry & Rhubarb – is also said to tap into the latest trend within soft drinks flavours. Raspberry flavours are growing at 10% and are 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 within 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.”
Ribena Raspberry & Rhubarb will be available in a 600ml £1.50 price-marked pack, along with new lower-priced £1.50 Ribena Blackcurrant 600ml.
“With 74% of total soft drink 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,” concluded Flook.