Barr Soft Drinks has added a new Apple & Guava flavour to its Rubicon Raw energy drink range.
The new variant will be available from May in a Big Can format in cases of 12 x 500ml, in both plain and £1.29 PMPs.
Like the range’s other three flavours, it is made with 20% real fruit juice content together with natural caffeine and B-vitamins.
The launch will be supported with a wide-ranging social and digital marketing campaign as well as instore POS materials.
Rubicon Raw Apple & Guava exceeded Barr’s expectations in research, with 90% of shoppers saying that they would buy it again and 87% rating it as good or excellent.
“In market research, consumers said that Rubicon Raw delivers on taste and exciting, interesting flavours more than its Big Can Energy competitive set,” said Adrian Troy, Marketing Director at Barr Soft Drinks.
“The Rubicon Raw Apple & Guava flavour allows us to grow our brand, but more importantly, it allows retailers to invigorate and excite their category with a product that has delivered exceptional results in consumer research.”
