Ribena has re-evaluated their corporate strategy by widening their market audience. The organic market allows opportunity for Ribena to offer a product that is seen to be healthy as the consumer becomes more health conscious. This market if penetrated correctly will offer growth, success and improved corporate image for Ribena. Ribena has decided to introduce the Ribena Hugs Smoothie, an organic child smoothie into the market. The UK Smoothies market has increased steadily for past five years, published late last year by British consultancy Organic Monitor predicted UK sales would reach £55 million, as consumer demand for more natural products

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