UK: Rubicon launches Light and Fruity juice

AG Barr, the Scotland-based drinks manufacturer, has announced the launch of a new range under its Rubicon brand that is said to contain half the sugar of its regular products.

Rubicon Light & Fruity comprises the varieties Mango, Mango & Coconut, and Mango Lime & Mint and comes in 1 litre cartons with an RRP of £1.57 ($2.04). The sugar reduction is achieved using the natural sweetener stevia, which is included in the ingredient blend alongside water, mango puree, sugar and fruit juice.

Commenting on the launch, Adrian Troy, AG Barr’s head of marketing, said: “With 40% of shoppers actively looking to reduce their sugar intake, and 75% looking for more exotic flavours, Rubicon Light & Fruity can deliver incremental sales for retailers as a low-calorie alternative that really delivers on flavour. Innovation, choice and health are the three key drivers for purchase within ambient juices, with products delivering on health and taste driving the majority of category growth”.

Source: Convenience Store News / Tesco