Ribena is launching Ribena Minis, a new range which contains real fruit juice and no added sugar.
Ribena Minis are available in Blackcurrant, Orange and Apple & Mango flavours and feature a resealable bottle with a ‘Less Spill, Less Mess’ cap, which is exclusive to the category and Lucozade Ribena Suntory.
Ribena’s in depth research with parent focus groups highlighted that current drink products can create mess. To address this issue, the Ribena Minis cap has been developed to minimise spillage by allowing liquid to be released only when gently squeezed.
To help drive sales within independent retailers, Ribena is creating free Point of Sale kits which will include shelf barkers, wobblers, an open/ closed sign, a chiller cling and two posters. 10,000 kits will be distributed through larger wholesale depots and will be available whilst stocks last.
The launch of Ribena Minis will be supported by a £2.5m campaign to boost awareness amongst parents and will focus on outdoor, digital and sampling activity.
Marketing manager Jo Padwick commented: “Ribena Minis is a hugely exciting launch for Lucozade Ribena Suntory, especially in a category which has not seen a huge amount of innovation over recent years.
“With its ‘Less Spill, Less Mess’ cap, no added sugar and delicious fruity Ribena flavours, the range provides some great benefits for parents. We are confident that Ribena Minis will quickly become the drink of choice to offer to children whether they are at home or on the go.”
The Ribena Minis range will be distributed across wholesale, grocery, foodservice and convenience stores nationwide from August 22.