Ricola can now be dissolved in water
Ricola takes a dip—and emerges with a new brand identity. Beneath the floating angel at Zurich’s main train station, the herbal candy has become a hydration product. The winter brand has become a summer companion. And Swiss Alpine herbs have suddenly turned into a cube in tap water.
On this afternoon, with temperatures exceeding 30 degrees, the large train station concourse felt almost like a walk-in showcase of Swiss brands. Niki de Saint Phalle’s famous «Nana» hovered above the commuters’ heads. Next to it hung an Alpine fountain made of herbs, ferns, flowers, and a mist of water. Designed by the Zurich-based studio Monster&Drama for Ricola. An installation that straddles the line between artwork, natural scenery, and a social media magnet.
Lots of Swiss German. Lots of water. Lots of summer vibes. And outside, barely fifty meters away, SBB trains glided out of the main station in perfect rhythm, heading into Switzerland. Punctuality, tap water, Alpine herbs: it’s hard to find a product launch that embodies “Swissness” any more perfectly. It almost seemed as if Ricola had been looking for exactly this place—a place of movement, connections, and daily rituals.
That afternoon, the brand felt less like advertising to the m&k crew and more like Switzerland in its purest form.
The Echo of «Ricolaaaa»
The train station concourse was more than just an event venue. With a height of 24 meters and the expanse of one of Europe’s largest covered public spaces, it provided Ricola with the perfect resonant space. After all, hardly any other Swiss brand has such an iconic advertising jingle as the «Ricolaaaa» that’s recognized worldwide. At Zurich Central Station, it suddenly took on a new meaning: a brand that resonates for so long also has room for new ideas.
And that was exactly the point here. Ricola wants to move beyond the narrow winter-time association of sore throats and candy-eating moments and into new everyday situations, new consumption moments, and new generations.
The Die as a Change of Direction
The new Drink Cubes mark a strategic shift for Ricola. Small cubes containing Alpine herbs, vitamins, and fruit powder transform tap water into a functional lifestyle beverage. This move takes the long-established brand into a market that is currently experiencing strong growth: sugar-free beverages that promote health, wellness, and sustainability.
That is why Ricola CEO Thomas P. Meier does not focus primarily on a product, but rather on brand development.
«It's not just about the product; it's also about how the brand as a whole is elevated by it, in a whole new, perhaps unexpected way.»
And further:
«We're venturing into new territory and trying something new.»
This openness is remarkable. With its Drink Cubes, Ricola is deliberately moving away from its traditional image as a cold and winter remedy and positioning itself as a year-round hydration and wellness brand.
Daniela Ruoss, General Manager for Switzerland at Ricola, also refers to drinking water as an «upgrade.».
«84 percent of Swiss people drink tap water every week. But we all know we should drink more.»
What's particularly interesting: According to Ruoss, each Drink Cube actually contains even more Alpine herbal expertise than a classic Ricola candy.
«There are actually more Swiss Alpine herbs in a Drink Cube than in our original Ricola candy.»
Switzerland will become part of the product
What stands out is how consistently Ricola reinterprets its “Swissness.” Not through folklore, but through function.
Swiss tap water becomes part of the story itself. «Hahnenburger» was one of the most frequently heard terms that afternoon. The message behind it is both simple and powerful: If you have one of the best tap water systems in the world, you don’t necessarily have to carry heavy PET bottles.
In line with this, Ricola announced its plan to restore 100 Swiss fountains by 2030. The fountains will thus become a symbol of community, water quality, and sustainability.
From a communication standpoint, this is a clever solution. Sustainability isn't explained in abstract terms, but is culturally embedded.
When a Startup Meets a Long-Established Brand
The Drink Cubes were developed in collaboration with waterdrop. The Austrian company provides the technology behind the so-called “Microdrinks,” while Ricola contributes brand strength, trust, and expertise in herbal products.
Waterdrop co-founder Henry Murray describes the collaboration as a surprising match.
«The best collaborations often come out of the blue.»
And it is precisely this synergy that makes it so exciting. A traditional Swiss brand with nearly a century of history meets a young scale-up with D2C DNA and a modern hydration aesthetic.
«Ricola's expertise in herbs and our technology complement each other perfectly.»
This has now given rise to «Herbal Hydration»—a term that almost sounds like a new category of beverages.
Summer now belongs to Ricola, too
From a marketing perspective, the launch is a remarkable move. For decades, Ricola has been strongly associated with winter, sore throats, and colds. The Drink Cubes are now visibly shifting the brand toward summer, sports, wellness, and everyday hydration.
Sandra Payer-Schmid, Head of Marketing at Ricola, deliberately chooses to phrase the message directly:
«Follow your thirst.»
At the same time, she makes it clear just how significant this step is considered to be internally.
«We're entering a new category. This helps us stand out even during the summer months.»
And the marketing campaign is just as extensive: TV, billboard campaigns, influencers, pop-up stores, tastings, media partnerships, and below-the-line activities are all designed to ensure that this new usage scenario sticks in people’s minds.
When Athletes and Food Artists Expand the Brand
Another striking aspect of the event was the breadth with which Ricola is expanding its brand universe. In addition to management and marketing, athletes, artists, and chefs suddenly took center stage.
Swiss-Ski athlete Eric Wyler spoke about his personal connection to the brand:
«Back when we were up in the Alps, Ricola was always our dessert after dinner.»
Cross-country skier Nicola Wigger, for her part, summed up the brand identity in a simple statement:
«Ricola really embodies Switzerland.»
Joining them was food artist and TV chef Sandro Zinggeler, who used the herbs from the Drink Cubes to create small culinary masterpieces. Mint gel, chamomile reductions, and herbal powders suddenly transformed the product line into a multisensory experience.
These details are important. Ricola isn't just selling a beverage here. It's offering a cultural experience centered on herbs, water, nature, and Swiss identity.
Trust as a Ticket to Entry
However, this move into the new world of beverages would be almost unthinkable without the brand’s enormous capital of trust. Ricola has been among the absolute leaders in Swiss brand and reputation rankings for years. In rankings by Promarca, RepTrak, and Swiss Brand Rankings, the brand regularly ranks among the most trusted brands in the country.
It is precisely this trust that is now likely to become a decisive competitive advantage. After all, the market for functional beverages is one of the most fiercely competitive markets of all. Wellness, hydration, and self-care have long been global megatrends. Virtually every brand today is trying to become part of these daily routines.
The Underestimated Target Audience
At the same time, Switzerland is undergoing fundamental demographic changes. Since 2025, for the first time, there have been more people over the age of 65 living in the country than those under 20. At the same time, the group of active “Best Agers” with high purchasing power is growing particularly rapidly.
And that’s exactly where the Drink Cubes offer a highly interesting solution. Drinking more, drinking healthier, drinking more conveniently—for many older adults, this isn’t just a lifestyle choice, but a part of everyday life.
While younger target groups might discover the Cubes as a trendy accessory, they meet a specific need among older consumers. Water becomes more appealing, more varied, and more functional.
The brand is becoming more agile
The launch at Zurich Central Station showcased more than just a new beverage. It showcased a brand on the move.
Ricola doesn't try too hard to come across as young. The brand translates its own DNA into a new consumer landscape—one that blends Alpine herbs, hydration, sustainability, and lifestyle.
The requirements for this are remarkably strict:
one of Switzerland's most trusted brands,
a successful technological partnership,
a clear and understandable concept of sustainability
and a product that captures the spirit of the times quite precisely.
Focus Keyphrase:
Ricola Drink Cubes
Meta description:
Ricola is launching its new Drink Cubes at Zurich Central Station and expanding its herbal heritage into the areas of hydration, wellness, and lifestyle. A story about Swissness, brand management, and new growth markets.
