Ribena has launched a new Very Berry variant of its 500ml range, combining blackberries, raspberries and strawberries for “an exceptionally tasty summer drink”.
The new drink is “bursting with fruity flavour” and has replaced 30% of the calories with sweetness from stevia. The move is just one of the ways in which brand owner Lucozade Ribena Suntory will deliver on its ambition to reduce calories by 20% across its portfolio.
Available exclusively within impulse channels from 28 March, Ribena Very Berry will offer consumers the chance to enjoy the refreshing fruitiness of Ribena with less sugar and fewer calories.
Its launch will be supported by in-depot activation throughout April, which runs alongside Ribena Light TV advertising throughout April and May.
Ribena marketing director Georgina Thomas said: “Ribena Very Berry is a really exciting development for Ribena. It’s performed excellently in taste tests and provides consumers with the perfect fruity summer drink. It’s the first time we’ve used this combination of berries and a stevia extract which allows us to reduce calories without compromising on taste.”
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