Barr Soft Drinks is adding a new Pink Grapefruit Blood Orange flavour to its Rubicon Spring range, available from 1 April in 500ml plain and £1 price-marked packs.
Rubicon Spring Pink Grapefruit Blood Orange performed 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. The campaign includes strategic digital activity and national time-activated sampling to drive trial and engagement.
Commenting on the new variant, Jonathan Kemp, Commercial Director at Barr Soft Drinks, said: “It’s something new, exciting and genuinely different, and the new citrus flavour profile opens the brand up to new consumers.”
