Rubicon goes for category growth with new innovation

Rubicon, from Barr Soft Drinks, is building on its successful track record of bringing new and exciting flavours to the category with the launch of Rubicon Spring Pink Grapefruit Blood Orange.

The delicious new flavour is available from 1 April in 500ml plain and £1 PMP packs.

“Taste is the top consideration when it comes to soft drinks purchases, shoppers want to enjoy bigger, bolder experiences," said Jonathan Kemp, Commercial Director. "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 Pink Grapefruit Blood Orange performed exceptionally well in consumer research with 3 out of 4 people saying they would definitely or probably buy it.

“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,” he added.

As health and wellbeing continue to influence shoppers’ purchasing decisions, drinking more water is the No. 1 choice for UK consumers who want to live a healthier lifestyle. This has led to an increased demand for lower calorie products and flavoured water which is growing ahead of the total water category.

Jonathan concludes: “Shoppers are searching for better ways to hydrate and are choosing flavoured sparkling water as part of that mission. Retailers who stock good quality, low calorie products which don’t compromise on flavour, taste or value, such as Rubicon Spring, will drive more engagement and interest in their soft drinks’ fixtures, increasing basket spend and encouraging repeat purchase.”

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.