AG Barr has unveiled a range of globally inspired still drinks to tap the trend for “interesting and different flavours from around the world”.
The four-strong Rubicon Street Drinks lineup is “inspired by authentic street drinks from some of the world’s hottest places”, featuring fruit juice with natural flavours and herbs.
It comprises Turkish Sharbat (pomegranate & rose); Mexican Agua Fresca (watermelon, lime & mint); Indian Nimbu Pani (lemon, cumin & mint) and West African Bissap (hibiscus & ginger).
Available from 1 July, each canned drink is sweetened with sugar and stevia, and contains no more than 4.5g of sugar per 100ml – making them exempt from the soft drinks levy. Rsp is 79p for 330ml.
The launch will be backed by a £2m spend, including a summer-long campaign featuring nationwide consumer sampling and POS kits “to create in-store theatre”.
Rubicon Street Drinks would enable shoppers “to discover a world of exciting, new soft drinks using authentic flavours from the world’s hottest streets” said 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.”
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