The Blackcurrant Foundation is launching a digital consumer campaign aimed at highlighting the soft fruit's journey from bush to bottle.
Dubbed 'The Big Squeeze', the campaign is running from May until the British harvest ends in August, and will feature Facebook content backed by monthly vlogs and giveaways.
With 95 per cent of British blackcurrants used to make Ribena, the initiative aims to tell the store of how the berry gets into the bottle or carton, with the journey moving from farm heritage in May to land management in June and the harvest in July.
The Blackcurrant Foundation, which represents more than 40 British growers, hopes the campaign will drive awareness of the work put in to produce the well-loved drink.
