Ribena is getting ready for summer with the introduction of its new Ribena Frusion flavoured water range. Available from 4 March, the new drinks line-up marks the first time the brand has entered the enhanced water sub-category. The products are made using blackcurrant water, naturally infused with fruit and botanicals. Created using no sweeteners or preservatives, Ribena Frusion is aimed at young, adult consumers looking for a healthier drinks option that is low in calories and contains vitamin c. The range will be supported throughout the rest of the year with a £6.2m campaign, activated on TV, out-of-home, digital, sampling, and in-store platforms. Kicking off from May, the support is designed to establish the Frusion brand ahead of the possible launch of additional fruit flavours. The 420ml bottles, made from 100% recycled plastic, will also roll-out as a £1.09 price-mark which includes a two for £2 deal, offering retailers a range of pricing option to suit their business and customers.
