Ribena is helping independent retailers to capitalise on the growing demand for interesting and great-tasting squash options with the launch of a new flavour into the wholesale channel this month. Ribena Raspberry & Rhubarb squash will be available from the end of July in 600ml squash bottles.

Squash sales in the independent and symbol channel are nearly double[i] what they were this time last year, with consumers continuing to look for interesting soft drinks options to enjoy at home. With more consumers working from home, spending time indoors and in the garden and “stay-cationing” this summer, the opportunity for retailers to offer a targeted drinks range to suit this occasion is clear.

The new flavour – Ribena Raspberry & Rhubarb – also taps into the latest trend within soft drinks flavours to drive more sales from the squash category for retailers. Raspberry flavours are growing at 10%[ii] and are 61%[iii] incremental to the soft drinks category, helping to attract new shoppers.

Charlotte Flook, Head of Brand for Ribena at Lucozade Ribena Suntory, says: “Squash has been a real hit within independent retail this year as consumers look for tasty ways to stay hydrated at home. We wanted to give convenience retailers the opportunity to attract and retain even more shoppers with a brand-new great-tasting flavour and Ribena Raspberry & Rhubarb is set to do just that.”

Ribena Raspberry & Rhubarb will be available in a 600ml £1.50 price-marked pack, along with new lower-priced £1.50 Ribena Blackcurrant 600ml. The new packs offer a lower everyday price to consumers to help drive repeat purchase and incremental shoppers for retailers.

“With 74%[iv] of total soft drink sales coming from price-marked packs, we know how important it is to offer a delicious and competitively priced squash range for independent retailers and their customers” concludes Flook.

Along with Ribena Blackcurrant 600ml, Ribena Raspberry & Rhubarb is available in cases of 6, to help retailers manage their range and encourage trial of new flavours, as well as helping to keep their stock room clearer. Ribena Raspberry & Rhubarb will be available to buy via wholesale from the end of July.

[i] Kantar Worldpanel May 2020, IRI MPF 52weeks to 24.5.20

[ii] Kantar Worldpanel May 2020, IRI MPF 52weeks to 24.5.20

[iii] Kantar Worldpanel May 2020, IRI MPF 52weeks to 24.5.20

[iv] EXT IRI, MPF Symbols and Indies, GB, latest 52 week data ending 24.5.20 – excluding water

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