Lucozade Ribena Suntory launches Ribena Frusion

Ribena Frusion
Product News RN Soft drinks
Login or register to save this article

Lucozade Ribena Suntory has launched Frusion, the company’s first flavoured water under the Ribena brand.

Frusion will come in a 420ml bottle in plain and £1.09 price-marked options, and a 1l format. The 420ml bottles are available in two flavours, Kiwi and Blueberry; the 1l bottles come in Lemon Peel and Kiwi flavours with an RRP of £2.

The launch will be supported by a £6.2m campaign, spanning TV, outdoor, digital, sampling opportunities and in store activations. The campaign will focus on the hydration aspect of Ribena Frusion.

More product news: Lucozade makes Apple Blast permanent

The new additions aim to capitalise on the demand for healthier soft drinks, with the water-plus category having grown by 30% since 2011, forecasted to accelerate to 43.8% by 2022.

Blanche de Gramont, senior brand manager for Ribena, said: “Ribena Frusion taps into the consumer need for hydration and wellness, while bringing incremental sales to the category.

“The drink is low in calories, rich in Vitamin C and with no sweeteners or preservatives. Ribena Frusion aims to tap into a growing consumer focus on ‘enjoyable wellness’. In consumer testing, 89% of respondents voiced an intent to purchase.”

More recent product news: KitKat Ruby to be launched nationwide

By Priyanka Jethwa Avatar
By Priyanka Jethwa 28 Feb, 2019



Have you seen a boost in own-label products in the past year?

Make the most of

You know your shop better than anyone. Now you can decide exactly what news, advice and retailer case studies that you want to see to help you improve your business.

Already have an account? Login