Rubicon is launching a new still flavoured water range, Rubicon Twist, into the convenience channel from 1 May.
The range comprises 500ml still spring waters made with real fruit extract and is designed to help retailers tap into incremental bottled water sales. Rubicon Twist launches in three flavours: Mango Mist, Peach Punch and Berry Blast, with a £1.15 RSP per bottle.
The launch comes as flavoured water continues to outpace wider water sales in symbols and independents, with shoppers increasingly looking for more interesting hydration options. Water is a £1.8bn category, with flavoured water growing 14% year on year in the channel.
Rubicon rolled out a brand redesign across its full portfolio earlier this year, aimed at increasing on-shelf standout and reinforcing flavour cues. The refresh has supported brand perceptions, with shoppers more likely to view Rubicon as worth paying more for and more likely to purchase.
