Rubicon Springs up with new fruity flavour
BARR Soft Drinks has rolled out a new flavour across its Rubicon Spring range with the launch of Rubicon Spring Pink Grapefruit Blood Orange.
The latest variant for the Rubicon Spring range aims to build on the demand for health and wellbeing drinks according to Barr, as more consumers seek to live a healthier lifestyle.
Barr reckons it can provide this with the new flavour with the firm’s own consumer research finding that three out of four people said they would definitely or probably buy it.
And to help drive this, the new launch will be supported by a marketing campaign that Barr said will encourage consumers to do something different with their lunch time as part of its Made of Different Stuff master brand campaign.
This will include strategic digital activity to target its core audience of consumers as well as national time activated sampling opportunities to help drive trial and engagement with the brand.
The new flavour will be available from 1 April in both 500ml plain packs 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.
“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.”
