Ribena launches 85% fruit juice brand extension via schools

LONDON - Ribena has launched a sub-brand, Ribena Juiced Up, which contains a much higher proportion of fruit juice than regular Ribena and is being marketed to school catering groups.

Ribena: launches Juiced Up range
Ribena: launches Juiced Up range

Ribena maker GlaxoSmithKline said Juiced Up, which is made from 85% natural fruit juices and 15% water, meets UK government guidelines for school food.

Packaged in 180ml wedge-shaped tetra cartons the drink provides one of the recommended five a day portions of fruit and vegetables and is available in apple & blackcurrant and raspberry flavours.

According to the a one litre bottle of Ribena Blackcurrant Squash contains 22% juice before dilution.

A spokeswoman for Ribena said that the new drink could potentially be rolled out into other channels.

Ribena believes the product will particularly appeal to teens. Andy Mahoney, brand manager at Ribena said: "With school nutrition now a key government initiative, we are thrilled to be launching Ribena Juiced Up which offers real nutritional value in an exciting new format for the foodservice channel."

In recent years Ribena has sought to aim for the adult market, which some see as a reaction to the trend as for more parents buying healthier drinks such as fruit juices and smoothies for their children.

Several years ago Ribena suffered a setback with its marketing of Ribena Toothkind, a lower sugar variant of Ribena squash which it launched in 1998 and targeted at teenagers.

In 2001 it was forced to drop the claim that the product did not encourage tooth decay and in 2005 it replaced the Toothkind and Ribena Light brands with Ribena Really Light.

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