Rubicon is to extend further into the functional drinks category with a trio of vitamin-enhanced still waters.
Rubicon Spring Vits will launch in Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon from March.
The drinks will launch in both £1.29 PMP and regular 500ml (rsp: £1.50) formats.
They were made from spring water and “packed with essential vitamins to support energy and immunity,” said Rubicon brand owner AG Barr.
Containing just 15 calories per bottle and fully HFSS compliant, Rubicon Spring Vits would enable shoppers to “make smarter soft drink choices without compromising on taste”, claimed Rubicon head of brand Lisa McKenna.
“Offering a great-tasting product with added health benefits will bring more consumers into the functional water category,” McKenna predicted. “There is a perfect gap in the market for a trusted and established brand like Rubicon Spring to boost this category and help retailers tap into its full potential.”
The launch will be backed by a £2m brand investment to drive awareness and trial. It will include national OOH advertising, social media and sampling.
The NPD comes after Rubicon extended into clean energy in 2021, rolling out Rubicon Raw – a line of energy drinks made with 20% fruit juice, natural caffeine from green coffee beans and B vitamins ginseng and guarana.
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