UK: AG Barr launches "accessibly priced" coconut water

AG Barr is expanding its Rubicon brand line in the UK with the launch of Rubicon Coconut Water.

The coconut water drink contains 34% juice and will be available in 1l and 330ml sizes, in plain and price marked variations. The company will also reinforce the launch with a £2 million ($3.36 million) investment through the summer, with an outdoor campaign and sampling to drive consumer awareness.

Head of Marketing for AG Barr, Adrian Troy, said: “Exotic flavours have seen a rapid growth in recent years as consumers seek new, authentic flavours. Mango flavour drinks are now outselling apple flavour drinks by 18%, while within juices, exotic flavours have grown the category by 17% in the last two years.

“The UK’s coconut water market has grown fivefold in the last 12 months,” he added. “However, it is still very small as many consumers are priced out of the market at present. It will open up the coconut water market to all shoppers as it is the first authentic product available at an accessible price point.”

Source: FDIN