GlaxoSmithKline is axing its Ribena 100% Pure Juices brand just a year after its launch.
The company will now be focusing its attention on the Ribena squash brand.
In May last year GSK launched a £3m TV and radio campaign to support Ribena 100% Pure Juices. It formed part of a £5m marketing investment in the new line.
The “Juicer” campaign, created by M&C Saatchi, used the “nothing but pure fruit juices” proposition to try to attract consumers.
GSK’s decision to focus its efforts on the Ribena squash brand comes at a time when the squash category saw a 2% increase in the take home market to £446m in 2008, according to Nielsen. However, volume fell by 3% to £537m.
In terms of the main squash brands, while Britvic’s Robinsons enjoyed a 6% increase in value to £300m, Ribena fell 7% to £129m in the take home market.
GSK recently launched a new Ribena Strawberry 500ml bottle. A national outdoor ad campaign has been running throughout April to drive awareness and trial.