Ribena brings out first NPD for 3 years

April 30, 2008, 7:56 pm

A new product development (NPD) is to be brought out be kid’s favourite Ribena.

Ribena 100% Pure Juices will be the first innovation for the fruit drinks brand in three years, Talking Retail reports.

Ruth Irving, the senior brand manager at Ribena, described the venture as the company’s “biggest ever launch”.

“We’re taking the things Ribena does really well – unique taste and British blackcurrant expertise – to bring consumers a brand new product with strong health credentials,” she said.

Aimed at young adults, the product will be a suggested breakfast juice and will give customers a healthy option without “compromising on taste”, Ms Irving added.

The NPD will be launched in two flavours – Blackcurrant Blend and Raspberry and Blackberry Blend – in May.

Tropicana recently brought out a new range of smoothies to add to its existing portfolio of juice drinks.

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