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.

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This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.

This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.