Ribena moves into enhanced waters category for first time with launch of Ribena Frusion sub-brand

Ribena is kicking off the summer with the grand launch of its new sub-brand Ribena Frusion. The new innovation sees the Ribena brand move into the enhanced and flavoured water category for the first time ever.

Harnessing Ribena’s trusted expertise and passion in blackcurrants, Ribena Frusion is unique in the soft drink category, using blackcurrant water naturally infused with real fruits and botanicals. Low in calories, rich in Vitamin C and with no sweeteners or preservatives, Ribena Frusion aims to tap into a growing consumer focus on ‘enjoyable wellness’. In consumer testing, 89%[i] of respondents voiced an intent to purchase.

“We are absolutely thrilled to be able to launch Ribena Frusion, a refreshing and unique blackcurrant water infused with real fruit and botanicals to give consumers a feel-good choice when it comes to hydration that tastes great,” said Blanche de Gramont, Senior Brand Manager for Ribena at Lucozade Ribena Suntory.

Ribena Frusion will be launched at scale through a £6.2million through-the-line campaign, activated on TV, out-of-home, digital, sampling, and in-store, running from May. The campaign will communicate the hydration aspect of Ribena Frusion, its unique taste, its real fruit and botanical infusion flavours and its natural credentials, in a Ribena way.

“The fact that we are supporting Ribena Frusion so heavily shows the focus that we’re putting on Ribena in 2019 and gives retailers real belief in this launch and the wider Ribena brand,” added De Gramont.

Ribena Frusion will be available from March 4, in 420ml – RRP £1.35 – and 1l – RRP £2 – formats. The 420ml bottles come in two flavours – Kiwi, and Blueberry – while the 1l bottles are available in Lemon Peel and Kiwi flavours. The 420ml bottles are made from 100% recycled plastic.

Targeted at health-conscious adult consumers, Ribena has identified a base that is looking for healthier alternatives without compromising on taste. Ribena Frusion will drive value in the water category as water lovers look for functional and enhanced waters, flavoured waters and plant water. Enhanced waters have seen growth of 30% since 2011, and growth is forecast to accelerate to 43.8% by 2022[ii].

Ribena Frusion taps into the consumer need for tasty hydration, wellness, and enjoyment, while bringing incrementality to the category.

“This is a huge launch for the Ribena brand, and builds on the expertise that Ribena has in working with the mighty blackcurrant. Ribena Frusion will cater for a growing segment of the population and become an integral part of shoppers daily routines,” added De Gramont.

[i] MMR, purchase intent on Ribena Frusion concept, liquid quant test, August 2018

[ii] IRI, MPF, YTD to 26th August 2018

Author: kimbarnard

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