Suntory Beverage & Food GB&I (SBF GB&I), the new name for Lucozade Ribena Suntory, is helping retailers cater for shoppers drinking more soft drinks at home by reducing the on-pack price of some of its most popular drink-later products.
From now, the price of Ribena 600ml squash and Lucozade Energy 1L format drinks will be reduced to £1.50, tapping into the continued popularity of price-marked packs, and the growth in sales of drink-later formats.
Matt Gouldsmith, Channel Director, Wholesale at Suntory Beverage and Food GB&I said, “With 74%[i] of total soft drink sales coming from price-marked packs, plus a growth of 8%[ii] in drink-later formats, a competitively priced drink-later range is essential for retailers.
“The reduced PMPs across our Ribena and Lucozade Energy drink-later range offers a lower everyday price to consumers – at a time when many shoppers will be looking for increased value from their regular purchases. Now is the perfect time for retailers to capitalise on the popularity of the drink later format with a new reduced price-marked pack.”
The launch of the reduced PMPs coincides with two new flavours available in the drink-later format; Lucozade Energy Apple Blast and Ribena Raspberry & Rhubarb squash.
Lucozade Energy’s 1L format is growing rapidly at 24%[iii] in the independent channel in the past year and 67%[iv] of Lucozade Energy Apple Blast sales during launch were incremental to the Sports & Energy category.
Squash sales in the independent and symbol channel are nearly double[v] what they were this time last year. Additionally, Raspberry flavours are growing at 10%[vi] and are 61%[vii] incremental to the soft drinks category.
“At Suntory Beverage & Food GB&I, we scrutinise shopper behaviour and work closely with retailers to better understand what will have the strongest impact and these new price-marked packs will help retailers give their shoppers confidence that they’re getting great value,” Gouldsmith adds.
Ribena Raspberry & Rhubarb £1.50 PMP, Ribena Blackcurrant £1.50 PMP and the Lucozade Energy £1.50 1L PMP range are all available to buy via wholesale now.
[i] EXT IRI, MPF Symbols and Indies, GB, latest 52 week data ending 24.5.20 – excluding water
[ii] IRI SL Data latest 8 week data to 17.05.20 (Total Drink Later change vs. YA)
[iii] Kantar Worldpanel May 2020, Dunnhumby 25wks 03.09.18 – 24.02.19, IRI MPF 52weeks to 24.5.20
[iv] Kantar Worldpanel May 2020, Dunnhumby 25wks 03.09.18 – 24.02.19, IRI MPF 52weeks to 24.5.20
[v] Kantar Worldpanel May 2020, IRI MPF 52weeks to 24.5.20
[vi] Kantar Worldpanel May 2020, IRI MPF 52weeks to 24.5.20
[vii] Kantar Worldpanel May 2020, IRI MPF 52weeks to 24.5.20