Ribena launches 100 per cent pure juices

Ribena, the UK’s number one juice drink, has launched its first new range for three years and entered a new category with its biggest ever NPD launch: Ribena 100 per cent Pure Juices.
Ribena 100 per cent Pure Juices contain nothing but juice and have been created in response to consumer demand for healthier options which don’t compromise on taste. They come in two berry flavours – Blackcurrant Blend and Raspberry and Blackberry Blend. Ribena 100 per cent Pure Juices are set to open up new usage occasions for Ribena and enhance the brand’s contemporary positioning among young adults, also bringing in new consumers to the ‘Good for Me’ category.
Ribena 100 per cent Pure Juices contain no added colours, flavours or preservatives and only the sugars that are naturally present in the fruit. Premiumly positioned, the juices are naturally rich in antioxidants and each 250ml serving counts as one of a person’s ‘5-a-day’.
With over 70 years of blackcurrant expertise, the makers of Ribena are continuing to work with British blackcurrant growers to create the unique taste of new Ribena 100 per cent 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. The 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 per cent Pure Juices in addition to products they already buy – meaning a massive incremental sales opportunity.”
Ribena 100 per cent Pure Juices are available in 250 ml bottles and 1 Litre Tetra cartons.