Ribena has a new sub-brand Frusion which sees it move into the enhanced and flavoured water category for the first time. Harnessing Ribena’s expertise with blackcurrants, Ribena Frusion uses blackcurrant water naturally infused with real fruits and botanicals.
Low in calories, rich in Vitamin C and with no sweeteners or preservatives, the new drink aims to tap into the growing consumer focus on ’enjoyable wellness’ healthier alternatives that don’t compromise on taste.
Ribena Frusion is available in Kiwi and Blueberry flavours in a 420ml bottle (rrp £1.35) and in Kiwi and Lemon Peel flavours in a 1ltr format (rrp £2). The 420ml bottles are made from 100% recycled plastic.
The launch will be supported by a £6.2m campaign including TV, out-of-home, digital, sampling and in-store activity, running from May.
The campaign will communicate the hydration aspect of Ribena Frusion.
Brand owner Lucozade Ribena Suntory expects Ribena Frusion to drive value in the water category as water lovers look for functional and enhanced waters, flavoured waters and plant water.
020 3727 2420www.lrsuntory.com
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