Rubicon adds a 'twist' to flavoured water category

Exotic juice drink brand Rubicon is launching a range of big-flavoured 500ml still spring waters, Rubicon Twist, into the convenience market.

Made with real fruit extract, the variant is now available for convenience retailers to tap into incremental bottled water sales.

“Shoppers are increasingly looking for more exciting and interesting ways to stay hydrated. Water is a £1.8bn category, with flavoured water growing by +14 per cent vs last year in symbols & independents alone,” said Lisa McKenna, Brand Director for Rubicon.

“Rubicon Twist was created to fill a gap and lack of excitement in the still flavoured water category, delivering Rubicon’s authentic fruit and ‘Big Flavour Behaviour’ bold taste.”

Rubicon Twist is available in 500ml Mango Mist, Peach Punch and Berry Blast flavours.

At the start of this year, Rubicon rolled out a brand redesign across its entire range that dials up its flavour and personality, while driving on-shelf standout.

Consumers who saw the new designs were +17 per cent more likely to agree Rubicon is “worth paying more for” and were +19 per cent more likely to purchase.

PACKS: 500ml plain pack in three flavours – Mango Mist, Peach Punch and Berry Blast

RRP: 500ml £1.15 RRP