Ribena moves into enhanced waters

Ribena is kicking off summer with the launch of its new sub-brand Ribena Frusion, taking Ribena into the enhanced and flavoured water category for the first time. Harnessing Ribena’s passion for blackcurrants, Ribena Frusion is unique in soft drinks, using blackcurrant water naturally infused with real fruits and botanicals. Low in calories, high in Vitamin C and with no sweeteners or preservatives, Ribena Frusion taps the growing consumer focus on ‘enjoyable wellness.’ Ribena Frusion launches through a £6.2m campaign from May, including TV, out-of-home, digital, sampling, and in-store.