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The new agency's first task will be to launch Ribena Really Light, a replacement for the Ribena Toothkind and Ribena Light sub-brands. Budgets are undisclosed, although GSK has traditionally supported Ribena with an annual spend of more than £3 million.

GSK has been trying to extend Ribena's appeal beyond mothers ever since the controversy over the health claims made for Toothkind. The new line is intended to turn Ribena into a more potent rival to Britvic's Robinsons Fruit Shoot and to compete with Coca-Cola in convenience-store fridges.