Ribena is introducing new Ribena Winter Spice to its No Added Sugar squash range, which aims to drive hot squash consumption.
Available from September 8, within the grocery and impulse channels, the limited-edition variant is the classic Ribena blackcurrant squash with a twist. It is described as having an intense aroma and a unique taste with aromatic spices - a great winter warmer.
With 7.4% of Ribena already consumed hot, versus a 2.3% average for the squash category as a whole, the brand is ideally placed to communicate the hot-serve option on-pack – a first for Ribena. The new proposition is set to drive penetration and frequency within the squash category by targeting consumers’ ‘me-time moments’ and capitalising on social sharing occasions, according to marketing manager Jo Padwick.
"As the colder weather approaches so do a number of seasonal events, including Halloween, Bonfire Night and Christmas, which we know are key sales opportunities for retailers.
"We have developed Winter Spice to target these occasions as a non-alcoholic mulled wine option, as well as being an alternative to tea and coffee; an any day treat to enjoy.”
Ribena Winter Spice will be available in two formats, 850ml and a price-marked 600ml pack. The latter is aimed at convenience retailers looking to broaden their range of squash with a new product, particularly as the ‘top-up’ shop continues to grow. A range of impactful in-store PoS and sampling activity will help drive awareness of the new flavour, alongside bold packaging.
The launch of Ribena Winter Spice will be supported by a £750k investment which includes in-store activation, press activity and sampling.
Ribena Winter Spice is available as: 600ml PMP - £1.69; 850ml MRSP - £2.49.