Barr Soft Drinks has launched Rubicon Raw, a big can energy drink from its exotic juice brand Rubicon.
The range comprises three variants – Raspberry & Blueberry; Orange & Mango; and Cherry & Pomegranate – all made with 20% fruit juice, natural flavours and no artificial colours.
All are sugar levy free and available in 500ml plain packs (RSP £1.29) and a £1.29 PMP.
The launch will be supported by a £1.5m consumer, social and shopper marketing campaign designed to raise awareness and encourage trial. A range of in-store and in-depot POS is available.
In line with Barr’s commitment to environmental sustainability, the Rubicon Raw outer case is wrapped in 100% recycled film, which has half the carbon footprint of its virgin plastic equivalent.
The launch follows considerable research by the company to better understand energy drink consumers. Adrian Troy, Marketing Director at Barr Soft Drinks, said the new product “ticks all their boxes”.
He added: “Flavour remains really important to energy drinkers, they are looking for more than functionality, they want a great tasting product. Eight of the fastest growing Energy SKUs are flavoured, four of which are juice based.
“We are confident that Rubicon Raw will help retailers provide energy shoppers with the product they’re looking for – a big boost of energy with a fruity and refreshing taste experience.”
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