Exotic juice brand Barr Soft Drinks is launching a new range, Rubicon Street Drinks, this July. Four unique and exciting flavours inspired by authentic recipes from the hottest streets around the world will be featured in the range.
Launching in vibrant, eye-catching 330ml cans, Rubicon Street Drinks each contain still fruit juice with natural flavours and herbs.
Sharbat features the traditional Turkish flavour combination of Pomegranate and Rose and Mexico is the source of inspiration for Aqua Fresca, comprising watermelon, lime and mint flavouring. Indian Inspired Nimbu Pani includes lemon, cumin and mint flavours and African influences are found in Bissap, featuring hibiscus and ginger flavouring.
“Street food has captured the imagination of UK consumers in recent years and now Rubicon Street Drinks will enable consumers to discover a world of exciting, new soft drinks, using authentic flavours from the world’s hottest streets,” says Barr Soft Drinks Marketing Director Adrian Troy.
“People are becoming much more adventurous and are keen to explore new and fun flavours, both in food and drink. They are very motivated by authenticity and provenance and want to know the story of where the product comes from.”
The range performed well in the initial research with over 70 percent of shoppers expressing an intent to buy the range, and 95 percent of shoppers saying that they thought the range was modern, different, adventurous and eye catching, said a statement from the company.
The launch will be supported with £2 million brand investment, including a heavyweight, summer-long programme of marketing support featuring nationwide consumer sampling and impactful POS kits to create in-store theatre, it added.