Suntory Beverage & Food GB&I, formerly Lucozade Ribena Suntory, has reduced the price-mark on its Ribena 600ml squash and Lucozade Energy 1l formats to £1.50.

Available now, the reduced price aims to help “retailers tap into the continued popularity of price-marked packs (PMP) and the growth in sales of drink-later formats,” according to the supplier.

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The new reduced PMP also coincides with the recent launch of Lucozade Energy Apple Blast and Ribena Raspberry & Rhubard Squash in larger formats.

The £1.50 price-mark comes as Lucozade Energy 1l format has grown by 24% in the independent channel in the past year, with squash sales almost double. Additionally, the supplier said raspberry flavours are growing by 10% and are 61% incremental to the soft drinks category.

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Matt Gouldsmith, wholesale channel director at Suntory Beverage & Food GB&I, said: “With 75% of all total soft drinks sales coming from PMPs, plus a growth of 8% 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 larger formats with a new reduced PMP.”

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