The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

UK-based Ribena is launching its first new range for three years, and entering a new category with its biggest ever NPD launch: Ribena 100% Pure Juices.

Ribena 100% Pure Juices contain nothing but juice and have been created in response to consumer desire for healthier options that don’t compromise on taste. They come in two delicious berry flavours: Blackcurrant Blend and Raspberry and Blackberry Blend.

Ribena 100% Pure Juices contain no added colours, flavours or preservatives and only the sugars that are naturally present in the fruit. Premiumly positioned, Ribena 100% Pure Juices are naturally rich in antioxidants and each 250ml serving counts as one of your 5-a-day.

The launch will be supported by a £5 million marketing investment, including TV and radio advertising, nationwide sampling and extensive PR and digital campaigns. The campaign will run from April through to August and will also include an in-store event in June.

Expert knowledge With more than 70 years’ blackcurrant expertise, the makers of Ribena are continuing to work with British blackcurrant growers to create the unique taste of new Ribena 100% Pure Juices.

Ruth Irving, Ribena Senior Brand Manager, said: “This is our biggest ever launch. We’re taking the things Ribena does really well – unique taste and British blackcurrant expertise – to bring consumers a brand new product with strong health credentials.

“Ribena 100% Pure Juices take Ribena into a new drinking occasion – breakfast – and will be a great vehicle for developing Ribena as a contemporary brand for young adults.

“Consumers are looking for healthier options but they don’t want to compromise on taste. Three out of four consumers in our trials said they would buy Ribena 100% Pure Juices in addition to products they already buy, meaning a massive incremental sales opportunity.”

On-shelf nationwide across all trade channels from May, Ribena 100% Pure Juices are available in a convenient 250ml bottle and one-litre Tetra carton. The 250ml bottle will be stocked in the fridge next to the other juices and the one-litre Tetra carton will be available in the juice aisle. The 250ml bottle will have an RRP of £1.19 and one-litre Tetra carton will have an RRP of £1.59.