GlaxoSmithKline is poised to launch a blueberry version of its popular Ribena soft drink this summer, which would create another significant outlet for the fast-growing fruit.
The soft drink's producer said women between 18 and 30 will be the key target market for its blueberry Ribena, as they are the most conscious of its reputation as a “super-fruit”.
On the back of widely-reported health claims, blueberry sales increased £14.7 million to £26.2m in the 12 months to May 2005, pushing the overall value of the UK market to £26.2m, according to market research data.
Ribena is traditionally made with blackcurrants, using 95 per cent of the UK blackcurrant crop. But despite the potential threat of substitution, The Blackcurrant Foundation, which represents UK growers, has said it expects to be unaffected by the GlaxoSmithKline strategy change.
The foundation will, however, hatch plans to hit back with a campaign to promote the benefits of its members’ "forgotten fruit", saying blackcurrants contain more anti-oxidant health protecting properties.
The new blueberry squash and ready-to-drink varieties of Blueberry Ribena will hit the shops in the summer. "Ribena is a British brand with a long heritage and exceptional consumer loyalty," said a GlaxoSmithKline spokesman.
"It has been loved by young and old alike for generations and we are confident that the plans we have for the brand's future will ensure it continues to grow."
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