AG Barr introduces new flavours for Boost and Rubicon

AG Barr has launched three new flavours for its Boost 250ml Energy range, as well as three new variants for Rubicon.

The Boost additions are Zero Sugar Energy Citrus Zest and Zero Sugar Energy Dark Fruits, plus Limited Edition Energy White Peach. They each come in 75p price-marked 250ml cans, 12 to a case.

In consumer testing of the range, 75% of shoppers said they would definitely buy and 95% loved the taste (Vpyr).

Lisa McKenna, brand director for Boost at AG Barr, says: “These latest launches help retailers tap directly into what energy shoppers want right now – exciting new flavours and zero sugar options that don’t compromise on taste. Limited editions, in particular, play a vital role in driving trial and excitement, while our Zero Sugar range supports retailers looking to meet evolving shopper needs.

“We’d advise retailers to stock all three flavours and ensure strong availability, particularly during peak trading periods. We’re confident these launches will help drive incremental sales and reinforce Boost’s reputation for great-tasting innovation within energy.”

Meanwhile, the Rubicon Sparkling range has been extended with two flavours – Tropical and Cherry Burst – available in 500ml £1.29 price-marked packs and non-price-marked packs, as well as 8 x 330ml and 24 x 330ml multipacks and two-litre bottles.

In addition, a Still version of Tropical will be available in one-litre cartons from April – in £1.59 price-marked and non-price-marked packs.

McKenna, who is also brand director for Rubicon, says: “Rubicon is helping retailers drive sales and profits from across the soft drinks category, with continuous investment and flavour innovation. We’re confident the launch of Cherry Burst and Tropical will recruit new shoppers and grow category value.”

The brand’s Sparkling soft drinks range is growing at 63%, while its Still juice range is up by+41% (Circana).

Underpinning the new launches, Rubicon is rolling out a brand redesign across its entire range that is designed to ‘dial up its flavour and personality’, while enhancing on-shelf standout.