Rubicon Stills lightens up for relaunch

Rubicon Stills range

Barr Soft Drinks has relaunched its Rubicon Stills exotic juice drink brand, with a reformulated Regular range that dodges the sugar tax sitting alongside no added sugar Light & Fruity Mango and a new Deluxe range.

Rubicon Regular flavours now contain at least 50% less sugar than before, with stevia added to bridge the sweetness gap. Light and Fruity Mango has also been reformulated to provide a lighter, low calorie offering with no added sugar.

The relaunch is completed by the introduction of the new Rubicon Deluxe range, available in Mango and Guava flavours. With a higher sugar level than regular Rubicon, Barr says these are ideal for special occasions and entertaining, as well as during Ramadan.

Barr is supporting the relaunch with a £5m marketing campaign, including outdoor advertising to introduce the new range in March, driving the brand’s sponsorship of the England cricket team through the summer, nationwide sampling and on-pack promotion, coupled with in-store and social media activity.

“The new Rubicon Stills range will offer the all-important choice and variety that consumers want from the nation’s favourite exotic juice brand,” said Adrian Troy, Marketing Director for Barr Soft Drinks.