# Sparkling Sugar-Free Squash Drinks Ribena Zero Sugar Sparkling Meets Consumer Demand By Michael Hemsworth | Published 2022-09-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ribena-zero-sugar-sparkling References: [talkingretail](https://www.talkingretail.com/products-news/soft-drinks/ribena-adds-new-zero-sugar-variant-to-sparkling-range-14-09-2022/) & [ribena](https://www.ribena.co.uk)  The Ribena Zero Sugar Sparkling drink is a fruit-forward refreshment crafted with consumer demand in mind to help them enjoy the [rich blackcurrant flavor without the sugar](https://www.trendhunter.com/trends/welchs-zero). The beverage will come in 500ml and two-liter bottles to support shoppers looking for something to enjoy now and enjoy later, respectively. Rich in vitamin C, the beverage is well-positioned to excel on the market ahead of HFSS legislation, which is set to come into effect in the UK in October. Head of Ribena at [Suntory Beverage & Food GB&I](https://www.trendhunter.com/trends/ribena-chin-up-campaign) Sarah Fleetwood spoke on the Ribena Zero Sugar Sparkling drink saying, "With the implementation of HFSS regulations on the horizon too, there is a big opportunity for retailers to maximise sales in [zero-sugar soft drinks](https://www.trendhunter.com/trends/calypso-soft-drinks) through category favourites and new additions like Ribena Sparkling Zero Sugar." ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 21% | Activity: 42% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Zero-sugar Beverages:** The increase in demand for zero-sugar beverages is a disruptive innovation opportunity for beverage companies to launch new products and gain more market share. - **Sparkling Drinks:** The popularity of sparkling drinks presents an opportunity for beverage companies to introduce new flavors and variants in sparkling form. - **Vitamin-enriched Beverages:** The demand for vitamin-enriched beverages provides an opportunity for beverage companies to offer functional beverages targeting health-conscious customers. ### Who This Affects Most - **Beverage Industry:** The beverage industry has a disruptive innovation opportunity to develop and launch sugar-free, sparkling, and vitamin-enriched drinks to cater to changing consumer preferences and regulatory trends. - **Retail Industry:** The retail industry has a disruptive innovation opportunity to maximize sales in the zero-sugar soft drinks category by stocking up on popular brands and new additions such as the Ribena Sparkling Zero Sugar drink. - **Health and Wellness Industry:** The health and wellness industry has a disruptive innovation opportunity to leverage the growing demand for functional beverages and promote vitamin-enriched drinks. ## Related on Trend Hunter - [Vitamin-Enriched Zero-Sugar Sports Drinks](https://www.trendhunter.com/trends/lucozade-sport-zero-sugar.md) - [Fruit Juice-Sweetened Sodas](https://www.trendhunter.com/trends/sanpellegrino-zero-added-sugar.md) - [Ready-to-Drink Squash Refreshments](https://www.trendhunter.com/trends/robinsons-blackberry-blueberry.md) - [Calorie-Free Non-Alcoholic Refreshments](https://www.trendhunter.com/trends/shloer-zero.md) - [Sugar-Free Berry Sodas](https://www.trendhunter.com/trends/zero-sugar-spark.md) - [Ultra-Low Sugar Juices](https://www.trendhunter.com/trends/caprisun-zero.md) - [Fruity Effervescent Refreshments](https://www.trendhunter.com/trends/volvic-touch-of-fruit-sparkling.md) - [Beneficial Squash-Style Juices](https://www.trendhunter.com/trends/premium-squashes.md) - [Bold Sugar-Free Water Refreshments](https://www.trendhunter.com/trends/radnor-splash.md)