AG Barr taps into low calorie market with Rubicon Spring

Rubicon Spring range

AG Barr continues its move away from sugar with the launch of Rubicon Spring, a range of products combining sparkling spring water with fruit juice.

Each of the four variants – Strawberry Kiwi, Lemon Lime, Orange Mango and Black Cherry Raspberry – has no added sugar, contains vitamins and green tea extract and is made with natural flavours and colours. A 500ml bottle offers 15 calories or less.

“We undertook our biggest ever research programme to fully understand the key drivers behind changing attitudes towards health,” explained Adrian Troy, AG Barr’s Head of Marketing.

“The research highlighted an 18% growth in the number of carbonates shoppers who are also buying water and a 19% rise in the number who only buy water. Many of these consumers are primarily looking to reduce their sugar and calorie intake.

“What makes Rubicon Spring so exciting is that it appeals to consumers across different categories. For those wanting a healthier alternative to a fizzy drink or fruit drink, it has all of the low calorie and healthier benefits of spring water. And for those coming from water or flavoured water where taste can often be bland and disappointing, it has a big hit of Rubicon flavour.”

A £2m media investment in Rubicon Spring comprises TV, social media, weather activated outdoor adverts and a wide-ranging social media campaign, all backed by a suite of in-store POS.

Rubicon Spring will be available from July, in outers of 12 x 500ml PET bottles. AG Barr recommends that it is stocked in the chiller cabinet, positioned between carbonates and water.