Talking Retail Grocery and product news for independent retailers
Rubicon Spring Pink Grapefruit Blood Orange performed well in consumer research with three out of four people saying they would definitely or probably buy it.
Jonathan Kemp, commercial director at Barr Soft Drinks, says: “Taste is the top consideration when it comes to soft drinks purchases, shoppers want to enjoy bigger, bolder experiences. Rubicon Spring Pink Grapefruit Blood Orange meets those needs perfectly – it’s something new, exciting and genuinely different and the new citrus flavour profile opens the brand up to new consumers.
“Rubicon Spring has been the No. 1 flavoured sparkling water five years in a row, it is six times bigger than its nearest branded competitor and growing penetration 5x faster than the category itself. We’ll be building on that momentum with the latest addition to the range.”
The launch will be supported by a marketing campaign that will encourage consumers to do something different with their lunch time and discover the exciting new flavour of Rubicon. Part of Rubicon’s Made of Different Stuff masterbrand campaign, the activity includes strategic digital activity and national time activated sampling to drive trial and engagement.
The new flavour is available from 1st April 2024 in 500ml plain and £1 PMP packs.
