Flavoured water brand Rubicon wants to disrupt the functional water category this year with its new Rubicon Spring Vits range.
Available from March, the new still flavoured water range will be available in three flavours with Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon.
Each drink comes packed with essential vitamins to help support energy and immunity for consumers and has been made using spring water, fruit and natural flavours. Each format is just 15 calories as well, bringing further health benefits to the drinks range.
The new launch will come in both plain and £1.29 price-marked packs (PMP) options – RRP of £1.50 for plain packs – and will be backed by a £2m brand investment to help drive trial and awareness with consumers, including national out of home advertising, social media and sampling opportunities.
Lisa McKenna, head of brand at Rubicon, noted how 78% of shoppers are still choosing drinks for enjoyment, but aiming to drink more water. Taste remains the top driver but 69% are interested in added benefits such as energy and immunity.
“We know consumers want to make smarter soft drink choices without compromising on taste, so offering a great tasting product with added health benefits will bring more consumers into the functional water category,” McKenna said.
“There is a perfect gap in the market for a trusted and established brand like Rubicon Spring to boost this category and help retailers tap into its full potential.
“Rubicon Spring has more than three times the brand awareness of the leading functional water brand and the new Spring Vits range contains 100% of the consumer’s recommended daily vitamin intake of a multivitamin blend, which is unlike any other brand on the market, as well as being full of the tasty fruit flavours that Rubicon is known for.”
