NEW RUBICON MANGO ZERO ADDED SUGAR LAUNCH TO ADD CHOICE AND DRIVE SALES IN GROWING LOW CALORIE MARKET
Barr Soft Drinks is launching a Mango Zero Added Sugar sparkling version of Rubicon, the UK’s No.1 exotic juice drink brand*1, to add an authentic, exotic flavour choice within the fast-growing, low calorie flavoured carbonates sector.
“With more than 1 in 5 flavoured carbonates shoppers now opting for low calorie drinks*2, and almost three quarters expecting to see a low calorie option within a brand*3, the launch of a great-tasting, authentic zero sugar mango variant will add an exciting choice to the chiller,” says Barr Soft Drinks Marketing Director, Adrian Troy.
“The really good news for retailers is that after sampling, 75% of consumers who don’t currently buy Rubicon said they would purchase the new mango zero added sugar variant*3, highlighting the opportunity to generate incremental sales.”
The launch comes as research confirms that diet flavoured carbonates are growing ahead of regular flavoured carbonates across all age groups, particularly amongst under 28-year-olds, and this trend is expected to continue. It is therefore critical for retailers to ensure that they offer a wide choice of low calorie options to satisfy the needs of all of their shoppers.
The new mango product will be available from February in 500ml 99p PMP and 2 litre plain pack PET formats and retailers should add the product to the ‘Everyday Refreshment’ section of the category to offer additional shopper choice within this important part of their soft drinks category.
*3: Kalm Research, Zero Added Sugar Concept and CPT Projects, October 2018