GSK to replace Ribena variants with Really Light

GlaxoSmithKline is to axe its Ribena Toothkind and Ribena Light sub-brands in April, replacing them with Ribena Really Light.

Ribena Really Light will combine the “no added sugar” proposition of Toothkind with the low-calorie nature of Ribena Light. Marketing will continue to move away from speaking to mothers and target eight- to 12-year-olds directly, as 2003’s “Oi. Are you a Ribena pulla squeeza geeza?” campaign did.

The company is also thought to be ditching its 250ml Tetra Pak cardboard cartons for all but the Ribena Original flavour and will package all its ready-to-drink flavours in sports-cap bottles.

The initiative will position the brand as a more direct competitor to Britvic Soft Drinks’ successful Robinsons Fruit Shoot. Ribena Original and Toothkind are already sold in 200ml sports-cap bottles.

GSK’s overhaul of Ribena follows criticism of the amount of sugar in children’s juice drinks, as part of the wider obesity debate. It is also thought that controversy over Toothkind has affected perceptions of the rest of the Ribena line, suggesting the drinks are unhealthy.

Toothkind was launched in 1998 and ran into controversy over marketing literature that claimed the variant did not cause tooth decay (MW February 1, 2001).

GSK has yet to appoint an ad agency for the brand and has shortlisted incumbent Grey Advertising and M&C Saatchi to pitch. M&C handles sister brand Lucozade Sport. The pitch is in the second phase of research.

Last April, the company appointed Chris Harley-Martin as vice-president of marketing and innovation for Nutritional Healthcare brands (MW April 29, 2004).

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here