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Daily news update

A selection of the day's top stories - Sunday 18 March 2018

Ribena complaints continue

Yet more Ribena customers have taken to social media to complain about the new recipe for Ribena.

Over the last three weeks, there have been several hundred complaints, and yet Ribena's social media team bat them away with 'you will like the new recipe eventually', and 'we think it's the right thing to do'.

People against Sugar Tax has been looking at the complaints, and they broadly fall into two categories: people who have had small reactions from the sweeteners, such as headaches etc., and people who quite simply do not like the new taste.

The Ribena shambles is slightly different to what we saw with Lucozade last year. With Lucozade Orange, the majority of the complaints were from under 30s, the so-called millennial generation. There were very few complaints from anyone over the age of 30.

With Ribena however, the complaints are coming not just from millennials, but from people in their 40s and 50s too. People who have been drinking Ribena for decades suddenly found their drink of choice tasted awful.

We won't know for several months how Ribena sales will fare amidst this customer backlash, but it is almost inevitable that their sales will fall. And ultimately, it is the anti-sugar campaigners who are to blame for this.

The big question is under what circumstance the makers of Ribena would consider doing a U-turn and bringing back the old recipe. It took Coca Cola three months in 1985 before they scrapped 'New Coke'. How long will it take Ribena? Time will tell.