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product news: Ribena redesigns entire range

John Wood ·

Ribena is aiming to boost sales with a vibrant packaging redesign across the entire range.

Hitting shelves from the April 17, the new designs will be available in 500ml format and will roll out across the entire range of ready to drink, carton and squash formats throughout 2017.

Emmeline Purcell, senior brand manager for Ribena at Lucozade Ribena Suntory, commented: “Following the successes of the Colouring Café and You Can’t Get Any More Ribenary campaigns, now is the perfect time to review the packs and make them look as delicious and fruity as the drink tastes. Our brilliant new designs reflect the fun and playful qualities of the number one juice drink brand and our testing has revealed really positive feedback.

“Ribena continues to show market leadership through great in-store execution and creative campaigns designed to drive grow and even greater sales for our retail partners.”

The activity will be supported by a £4m media spend across TV, outdoor and social media. Promotional activities will include a large-scale four-week outdoor advertising campaign, TV advertising throughout June to August, a social media campaign with a predicted 25m consumer reach alongside disruptive in-store theatre promotions.

Along with the redesign, Ribena Strawberry 500ml and Mango & Lime 500ml will move to no added sugar.

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