SHOPPERS have been left devastated after Ribena confirmed that it has axed a popular drinks range.
The sparking blackcurrant drinks have been discontinued and are no longer available to buy, Ribena confirmed.
Fans contacted the brand after being unable to find the popular drinks on supermarket shelves.
On social media platform X (formerly Twitter) one shopper said: “Is the sparkling raspberry Ribena discontinued?
“My flat was devastated when the corner shop stopped selling it there. Please tell us it isn’t so.”
Another added: “Hi, will the sparkling zero sugar 2-litre Ribena be available again? If so, do you know when? Thanks.”
A third questioned the move and said: “Does sparkling Ribena still exist?”
The company then replied: “Hi there, unfortunately, this has been discontinued and is no longer available to purchase.”
To which the user said: “You guys are crazy.”
The line was launched in 2020 and came in 330ml cans, 500ml plastic bottles and 2-litre bottles.
The range came in several varieties including zero-sugar, blackcurrant and raspberry.
At the time of launch Charlotte Flook, head of brand at Ribena, said the product would “deliver the unique taste and quality of Ribena”, adding “Ribena is the perfect brand to add excitement to carbonated soft drinks”.
Described as a “mouth-watering” drink “bursting with flavour”, Ribena marketed the product as perfect for shared moments with friends.
A spokesperson for Ribena said: “We are always reviewing and evolving our drinks to make sure our range is right for our consumers.
“Fans can still buy the core range of Ribena drinks that they know and love.”
Ribena sparkling is not the only product to be pulled from supermarket shelves by the brand.
ANALYSIS by chief consumer reporter James Flanders.
Food and drinks makers have been known to tweak their recipes or axe items altogether.
They often say that this is down to the changing tastes of customers.
There are a number of reasons why this could be done.
For example, government regulation, like the “sugar tax,” forces firms to change their recipes.
Some manufacturers might choose to tweak ingredients to cut costs.
They may opt for an alternative that’s cheaper, especially when costs are rising in order to keep prices stable.
For example, Tango Cherry disappeared from shelves in 2018.
It has recently returned after six years away, but as a sugar-free version.
Fanta removed sweetener from its sugar-free alternative earlier this year.
Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.
While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.
Ribena Raspberry and Rhubarb, Very Berry, Apple and the Raspberry juice drink have also been axed after failing to become popular with customers.
Big brands often pull products from shelves depending on consumer demand.
This means that if a product is not as popular as Ribena had hoped then it may decide to focus on developing other items instead.
Other times food companies launch limited edition flavours or products as a way to test if they will be popular with customers.
If they are well received then the product or flavour may be brought into the brand’s permanent range.
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