The latest flavour to join the Rubicon Spring range is Pink Grapefruit Blood Orange, available 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.”
Kemp said Rubicon Spring Pink Grapefruit Blood Orange performed exceptionally well in consumer research with three out of four people saying they would definitely or probably buy it.
The launch will be supported by a marketing campaign that will encourage consumers to do something different with their lunch time and discover the new flavour of Rubicon. Part of Rubicon’s Made of Different Stuff masterbrand campaign, the activity includes sampling to drive trial and engagement.
