Ribena is introducing a limited-edition £1 price-marked pack (PMP) for the summer season. Rolling out from early July across all Ribena 500ml ready-to-drink SKUs in the convenience channel, the move aims to help retailers maximise sales across the key summer trading period.
Last year’s performance shows what Ribena is capable of with 7.5% year-on-year growth, now worth almost £84m, outperforming the wider RTD category.
The limited-edition allows retailers to bring shoppers a clear and compelling value message, encouraging new and repeat footfall into store and tapping into the grab-and-go summer shopping occasions.
Fiona Toft, Head of Sales (Wholesale) at Suntory Beverage and Food GB&I said: “Value is front of mind for shoppers this summer, and price-marked packs remain one of the most effective ways to drive confidence and conversion. This £1 PMP gives retailers a clear, high-impact way to accelerate rate of sale on a well-loved brand during a peak trading period, helping them maximise every opportunity in a competitive market.”
The Ribena £1 PMP range will be available across convenience channels from early July for a limited time, supported by in-store activation and point-of-sale materials to help retailers drive visibility and sales throughout the summer period.
