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Ribena
Launches Blueberry Ready To Drink To Grow Category
Blueberries
are about to take Britain by storm as Ribena - the number one and
fastest growing juice drink - introduces a new way for consumers to
get the taste of this year's fashionable fruit. On shelf in April,
Blueberry is the latest ready to drink variety to join the Ribena
Really Light range. |
Consumers know
and love Ribena Really Light for its reassuringly blackcurranty
taste, but now there's a choice of sophisticated blueberry too.
Targeting young adults, the new variety will be available as part of
the Ribena ready to drink range in 500ml bottles, sales of which grew
by 21% over the year to January 2006.
The launch of
Ribena Really Light Blueberry will be supported by a bespoke £1.5
million integrated marketing campaign. This will include a national
roadside 48 and 96 sheet poster campaign with special builds to
achieve maximum impact. POS materials will lend support in-store and
a hard hitting media relations campaign will drive awareness further.
A sampling
campaign close to point of purchase will bring the great taste of
Ribena Really Light Blueberry to 500,000 consumers creating further
demand for the flavour. The drink has, however, already proved itself
popular - 69% of people who have tried the drink said they would
probably or definitely buy it.
Anne McCaig,
Category Marketing Director, Ribena, said: "People are looking
for a more fulfilling, sophisticated adult taste experience and this
insight has driven our efforts to meet demand. Ribena Really Light
Blueberry is a new innovative product that has researched extremely
well and complements the rest of the portfolio at the same time as
driving category growth in the soft drinks market.
"By
widening our ready to drink range we are also catering for different
taste preferences, extending the brand's adult positioning and
attracting new audiences. In its ready to drink format it is ideal
for consumers to grab when they're looking for a low-calorie summer
refresher to drink on the go."
Ribena Really
Light Blueberry is deliciously different and bursting with
blueberryness. It is low in calories with 15 kcal per 500ml and rich
in Vitamin C too - each 500ml contains at least 100% of the
Recommended Daily Allowance (RDA). Ribena Really Light Blueberry
ready to drink will be available in stores nationwide from April -
just in time for summer
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