Ribena attempts to wake ‘sleeping giant’ and target health conscious consumers with Ribena Light push
According to Ribena’s marketing director Georgina Thomas, the brand has been sitting on a “sleeping giant” due to the products’ positive taste test results. However, the brand still has some way to go in terms of raising awareness among consumers.
She told Marketing Week: “In all of our blind testing, Ribena Light blackcurrant scored higher than the original. While 60% of consumers know about Ribena Light, only 30% of people have tasted it. So we want to get more people familiar with the product.”
“Sales have also been growing at 15.5% ahead of the category, so we have a bit of a Read full story ›
Source: Marketing Week
