New Apple & Guava flavour joins Rubicon RAW range

Barr Soft Drinks has added an Apple & Guava variant to its Rubicon Raw range.

Rubicon RAW is now the fourth largest flavoured big can energy brand in the market (IRI), having sold more than 11 million cans in its first 12 months.

Apple & Guava, which joins the three existing Rubicon RAW flavours, exceeded Barr Soft Drinks’ expectations in research, with 90% of shoppers saying that they would buy it again and 87% rating it as good or excellent (JVA).

“We know that new flavours drive interest and growth in the category, delivering £131 million last year (IRI),” says Adrian Troy, marketing director at Barr Soft Drinks.

“In market research, consumers said that Rubicon RAW delivers on taste and exciting, interesting flavours more than its big can energy competitive set (BASIS). The Rubicon RAW Apple & Guava flavour allows us to grow our brand, but more importantly, it allows wholesalers to invigorate and excite their category with a product that has delivered exceptional results in consumer research.”

The new variant, which comes in plain and £1.29 price-marked 500ml cans, will be supported with a wide-ranging social and digital marketing campaign as well as impactful in-store PoS materials.