Ribena Sparkling is Now Available in Single 330ml Cans
Michael Hemsworth — January 15, 2021 — Marketing
References: ribena & conveniencestore
The Ribena Sparkling drinks are being made available to consumers in the UK in a single can format in a bid to help shoppers access the refreshments in a manner that accommodates active lifestyles or impromptu beverage needs. The product features a price-marked branding with a price of 65p each and will be positioned alongside other soda beverages instead of with the existing Ribena lineup. This will help to expand the brand's perception by consumers and offer them a different option to choose instead of traditional sodas.
Head of Brand, Ribena, at Suntory Beverage & Food GB&I (SBF GB&I) Charlotte Flook spoke on the new Ribena Sparkling drinks option saying, "Flavored carbonates are experiencing growth of 4.2% [EXT IRI, MarketPlace GB, Value, latest 52 weeks to 22.11.20] and 330ml cans are growing at 7.3% [EXT IRI, Marketplace GB, latest 26 weeks to 26.09.20]. Even though we knew Ribena Sparkling was going to be loved by shoppers, the new range has exceeded our expectations. Combining Ribena Sparkling’s performance and the opportunity that exists within single cans, it made sense to bring out Ribena Sparkling in this format.
Head of Brand, Ribena, at Suntory Beverage & Food GB&I (SBF GB&I) Charlotte Flook spoke on the new Ribena Sparkling drinks option saying, "Flavored carbonates are experiencing growth of 4.2% [EXT IRI, MarketPlace GB, Value, latest 52 weeks to 22.11.20] and 330ml cans are growing at 7.3% [EXT IRI, Marketplace GB, latest 26 weeks to 26.09.20]. Even though we knew Ribena Sparkling was going to be loved by shoppers, the new range has exceeded our expectations. Combining Ribena Sparkling’s performance and the opportunity that exists within single cans, it made sense to bring out Ribena Sparkling in this format.
Trend Themes
1. Single-serving Beverages - Opportunity for companies to offer single-serving options to accommodate active lifestyles or impromptu beverage needs.
2. Flavored Carbonates - Growing trend of flavored carbonates presents an opportunity for companies to innovate and create unique products.
3. Price-marked Branding - Incorporating price-marked branding can attract new shoppers and expand brand perception by offering different options instead of traditional products.
Industry Implications
1. Beverage Industry - Companies in the beverage industry can innovate by offering single-serving options, exploring unique flavors, and incorporating price-marked branding.
2. Retail Industry - Retailers can benefit from offering single-serving options and incorporating price-marked branding to attract new shoppers.
3. Packaging Industry - There is a growing need for innovative packaging solutions that can accommodate single-serving options and maintain the quality of beverages.
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