GlaxoSmithKline has decided to drop production of its 200ml multi-pack Ribena, less than two years after its launch. The product has been struggling in the children’s lunch-box market against the success of market leader Robinson’s Fruit Shoot.
Last year saw a re-launch of the Ribena brand, worth &£150m, with GlaxoSmithKline aiming the drink at adults rather than children. And now retailers have been told the four-pack sportscap is to be delisted.
A spokeswoman for Ribena says: “This product has not performed as well as multi-packs in other sizes, therefore we are reviewing the performance and future of the 200ml.”
A retail source says: “We have been told by Ribena that the 200ml four-pack will be delisted as it has struggled to compete against rivals such as Robinsons Fruit Shoot.”
The source adds that Ribena will replace the children’s format with a multi-pack aimed, instead, at adults. He says: “I don’t know what the difference will be between one multi-pack and the other, but to be honest I think the new one will also struggle to make an impact.”
Robinsons Fruit Shoot, a Britvic product, has risen 11 per cent in value in the past year and is now believed to be worth &£74m.
Separately, GlaxoSmithKline is thought to be on the verge of launching a clear flavoured water under the Ribena branding, although the company denies it.
An industry source says: “Ribena is denying it but I know they’ve spoken to their retail contacts about the product.”