The NPD comes on the back of a less-than-stellar performance for Rubicon’s core soft drinks. The launch will be backed by a £1.5m push as well as supporting in-store and in-depot PoS materials.
Rubicon was “a big brand with broad appeal and a proven track record of delivering successful innovation”, he added. He said: “They adopted the category as young adults, but many have matured and evolved as consumers since then and are calling out for something new.” AG Barr netted £7.6m in compensation for the termination of its deal with Rockstar.īarr Soft Drinks marketing director Adrian Troy said the business had “invested heavily throughout the development of Rubicon Raw to understand the energy consumer better, and what’s relevant in their lives today”.
They will roll out in 500ml cans, with each can containing 107 calories (rsp: £1.29).ĪG Barr – which also makes Irn-Bru – distributed and sold Rockstar in the UK until last year, when Rockstar sold up to PepsiCo in a titanic $3.85bn (£3.19bn) deal. They are touted as being made with 20% fruit juice and contain natural caffeine from green coffee beans as well as B vitamins, ginseng and guarana. The Scottish soft drinks giant has created a trio of Rubicon Raw Energy drinks: Orange & Mango, Raspberry & Blueberry, and Cherry & Pomegranate. The drinks are touted as being made with 20% fruit juice and contain natural caffeine from green coffee beans as well as B vitamins, ginseng and guaranaĪG Barr is set to go head to head with its former partner Rockstar Energy with the launch of its own Rubicon energy drinks range. The Grocer New Product & Packaging Awards.
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