Barr Soft Drinks is launching Rubicon Street Drinks, which features four flavours inspired by street drinks from some of the world’s hottest places.
Launching in 330ml cans, Rubicon Street Drinks each contain still fruit juice with natural flavours and herbs.
Sharbat features the traditional Turkish flavour combination of Pomegranate and Rose and Mexico is the source of inspiration for Aqua Fresca, comprising watermelon, lime and mint flavouring. Indian Inspired Nimbu Pani includes lemon, cumin and mint flavours and African influences are found in Bissap, featuring hibiscus and ginger flavouring.
“Street food has captured the imagination of UK consumers in recent years and now Rubicon Street Drinks will enable consumers to discover a world of exciting, new soft drinks, using authentic flavours from the world’s hottest streets,” said Barr Soft Drinks marketing director Adrian Troy.
“People are becoming much more adventurous and are keen to explore new and fun flavours, both in food and drink. They are very motivated by authenticity and provenance and want to know the story of where the product comes from.”
The launch will be supported with £2m brand investment, including a summer-long programme of marketing support featuring nationwide consumer sampling and POS kits to create in-store theatre.