Sparkling-flavoured water brand Rubicon Spring is looking to disrupt the functional water category by introducing its new Vits still range.
Available from 11th March in plain (RRP £1.50 – 500ml) and £1.29 PMP options, Rubicon Spring Vits will launch in three flavours: Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon. It contains essential vitamins to support energy and immunity and is made with spring water, fruit juice, and natural flavours. Each variant is 15 calories and fully HFSS compliant.
Lisa McKenna, Head of Brand for Rubicon, said: “78% of shoppers are still choosing drinks for enjoyment, but aiming to drink more water. Taste remains the top driver, but 69% are interested in added benefits such as energy and immunity.
“We know consumers want to make smarter soft drink choices without compromising on taste, so offering a great-tasting product with added health benefits will bring more consumers into the functional water category.
“There is a perfect gap in the market for a trusted and established brand like Rubicon Spring to boost this category and help retailers tap into its full potential. Rubicon Spring has more than three times the brand awareness of the leading functional water brand, and the new Spring Vits range contains 100% of the consumer’s recommended daily vitamin intake of a multivitamin blend, which is unlike any other brand on the market, as well as being full of the tasty fruit flavours that Rubicon is known for.”
The launch will be backed by £2m brand investment to drive trial and awareness, including national out-of-home advertising, social media and sampling.
