Barr Soft Drinks is building on its successful track record of bringing new and exciting Rubicon flavours to the category with the launch of Rubicon Spring Pink Grapefruit Blood Orange.

The new flavour will be available from 1 April 2024 in 500ml plain and £1 PMP packs.

Jonathan Kemp, commercial director at Barr Soft Drinks, says: “Taste is the top consideration when it comes to soft drinks purchases; shoppers want to enjoy bigger, bolder experiences. Rubicon Spring Pink Grapefruit Blood Orange meets those needs perfectly – it’s something new, exciting and genuinely different and the new citrus flavour profile opens the brand up to new consumers.”

Rubicon Spring Pink Grapefruit Blood Orange performed exceptionally well in consumer research with three out of four people saying they would definitely or probably buy it.

Kemp adds: “Rubicon Spring has been the No.1 flavoured sparkling water five years in a row (IRI). It is six times bigger than its nearest branded competitor and growing penetration 5x faster than the category itself (IRI). We’ll be building on that momentum with the latest addition to the range.”

As health and wellbeing continue to influence shoppers’ purchasing decisions, drinking more water is the No.1 choice for UK consumers who want to live a healthier lifestyle (IGD). This has led to an increased demand for lower calorie products and flavoured water which is growing ahead of the total water category IRI).

Kemp concludes: “Shoppers are searching for better ways to hydrate and are choosing flavoured sparkling water as part of that mission. Wholesalers who stock good quality, low-calorie products which don’t compromise on flavour, taste or value, such as Rubicon Spring, will help retailers drive more engagement and interest in their soft drinks’ fixtures, increasing basket spend and encouraging repeat purchase.”

The launch will be supported by a marketing campaign that will encourage consumers to do something different with their lunch time and discover the exciting new flavour of Rubicon. Part of Rubicon’s ‘Made of Different Stuff’ masterbrand campaign, the activity includes strategic digital activity and national time activated sampling to drive trial and engagement.