Ribena unable to package new products in recycled PET

Ribena senior brand manager Ruth Irving said GlaxoSmithKline (GSK) still aimed to move all of its bottles to 100% rPET. The brand's ready-to-drink bottles and the squash range have already switched from 40% to 100% recycled PET content.

"We have done the technical work, but there is a limited source of supply and we are currently undergoing sourcing discussions with our suppliers," she said.

London agency Seachange Creative designed the branding and packaging for the new Ribena 100% Pure Juices, which are available in 250ml PET bottles and one-litre resealable Square Spin Tetra Paks.

They are the first Ribena packs to feature photography, which was shot on location by photographer David Loftus at one of GSK's blackcurrant growers in Herefordshire. It is supported by copy that describes the brand's 60-year relationship with blackcurrant growers.

There are two flavours of Blackcurrant Blend and Raspberry & Blackberry Blend.

The bottle labels were printed by James Townsend & Sons in Exeter in six colours.

The litre cartons are currently available in Sainsbury's and Tesco, and the 250ml bottles are being rolled out to convenience stores from 7 April.

Both are packed in shrink-wrapped cases of 12. The rrp is £1.19 for a single 250ml bottle and £1.59 for a litre pack.

"We are gearing up for full distribution from the end of May," said Irving.

Seachange has been working with the Ribena brand since 2001.

Popular Articles