Next month sees AG Barr roll out Rubicon Light & Fruity, a new range that offers the original Rubicon taste, but with half the sugar. News of the launch comes less than three weeks since the Cumbernauld-based soft drinks producer announced a sugar-free version of Irn-Bru.
Aimed at calorie-conscious shoppers, the new line-up will include a Light & Fruity version of the brand’s bestselling Mango flavour, alongside two new 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,” explained 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 outdoor advertising, POS and social media support to drive awareness and trial.
AG Barr said the new range performed well in consumer research, and it recommends that retailers merchandise Mango Light & Fruity beside regular Rubicon Mango and range the three Light and Fruity flavours together.
New Rubicon Light & Fruity rolls out from September in outers of 12 one-litre resealable cartons (rrp £1.57). Trial packs pricemarked at £1 will also be available.