AG Barr is launching Rubicon Light & Fruity, a new range that delivers the Rubicon taste, but with half the sugar.

The new line-up will include a Light & Fruity version of the brand’s bestselling Mango flavour, alongside two blends; Mango & Coconut and Mango, Lime & Mint.

“Innovation, choice and health are the three key drivers for purchase within ambient juices, with products delivering on health and taste driving the majority of category growth,” said Adrian Troy, AG Barr’s head of marketing.

“With 40% of shoppers actively looking to reduce their sugar intake, and 75% looking for more exotic flavours, Rubicon Light & Fruity can deliver incremental sales for retailers as a low-calorie alternative that really delivers on flavour.”

The launch will be supported with heavyweight outdoor advertising, POS and social media support to drive awareness and trial.

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