Barr Soft Drinks is adding to its Rubicon range with the launch of a new Spring Pink Grapefruit Blood Orange flavour.
The product will be available from 1 April in 500ml plain and £1 PMP packs.
Jonathan Kemp, Commercial Director at Barr Soft Drinks, said: “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.”
The company noted that 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.
Kemp added: “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 lunchtime and discover the exciting new flavour of Rubicon”. As part of Rubicon’s ‘Made of Different Stuff’ master brand campaign, the activity includes strategic digital activity and national time-activated sampling to drive trial.
