TRO to launch Ribena roadshow as Tesco axes product from shelves

As Ribena faces the prospect of some its products being taken from the shelves of Tesco, the TRO brand experience agency has announced it is to begin a seven-week roadshow for a crop of Ribena and Pink Lady® activations.

The roadshow will visit 14 cities with a ‘You can’t get any more Ribenary’ crazy golf activity.

The crazy golf game includes three holes showcasing “the rich, intense, fruity flavours including blackcurrant, mango and lime and strawberry”, says TRO.

Tesco’s soft drinks buying manager David Beardmore had said earlier this week that the store would, from September, only sell non-added-sugar drinks in the kids’ juice category.

“Most of the suppliers are supportive of it and understand what we are doing,” Beardmore told The Grocer magazine.

Health campaigners praised the decision although some consumers have vented their anger, pointing out on social media that there are at least 13 products the same or worse than Ribena for sugar and calorie content, including Coca-Cola.

TRO tells CN that Ribena’s No Added Sugar cartons, all squash and all 500mls will still be available. An official statement from the company added: “We believe it is important to offer choice for parents, to meet the needs of different occasions and see no added sugar products as crucial to our entire portfolio”.

Along with its Ribena challenge, TRO will be bringing #Snackisfaction to the nation over four weeks with the Pink Lady’s summer roadshow activity.

TRO says the brand experience aims to communicate the benefits of Pink Lady as a healthy morning or mid-afternoon snack.

A team of brand ambassadors will be sent out to entice passers-by with chilled apples.

Paul Colston

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Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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