A G Barr is embarking on its most ambitious NPD initiative ever by extending Rubicon, the UK’s number one exotic juice drink brand*, into a completely new category – the UK’s £800 million** ice cream market.
The, new range of Rubicon ice cream and ice lollies will comprise 4 x110ml push up lollies, 2 x 750ml tubs and a 4 x 80ml multi-pack. The great-tasting frozen products provide consumers with a wide range of choice, for both in the home and on the move.
“We’re adding an exciting, new dimension to the ice cream sector with a range of Rubicon-branded frozen products, in authentic flavours, that taste equally as good as the drinks and have researched exceptionally well. This is a first for the ice cream category in what we believe will be a major profit generator for the trade,” says Adrian Troy, A G Barr’s Head of Marketing.
110ml Rubicon Mango push ups are being launched in standard and 89p price-marked packs, with Passion and Lychee push ups in 89p price-marked packs only.
The range also includes Rubicon Mango Ice Cream Swirl and Rubicon Mango Fruit Exotics in 750ml tubs (£2.99 price marked packs) and a four-pack of 80ml Mango push ups.
“This is a massive opportunity to generate incremental sales from the ice cream fixture. It gives retailers the chance to leverage Rubicon which commands very strong brand loyalty and is one of the UK’s fastest-growing brands,” adds Adrian Troy.
“In consumer research, the new Rubicon range received unprecedented high scores. Feedback on the concept and the products was extremely positive, with 95% of shoppers confirming they would buy the products. This reinforces the quality, appeal and great taste of the range.
“We’re also plugging a significant gap in the market as ice cream is often lacking in choice of ‘authentic exotic flavours’ which core Rubicon consumers, among many others, are now actively seeking.”
The Rubicon frozen products’ range will benefit from a year-long marketing support package, including dedicated support featuring heavyweight TV advertising, outdoor advertising and nationwide sampling.
In addition, an extensive range of POS will be available, including counter top standees, posters, stickers and pavement stands.
The March launch was timed to enable retailers to maximise from the peak summer demand for ice cream products. Nearly half of all sales revenue is generated between May and August inclusive.
* Nielsen Scantrack, Value Sales, Growth & Share, Exotic Juices, 52we MAT’s, 24.12.2011 – Total Impulse
** Nielsen Scantrack, Value Sales, Total Ice Cream, 2011
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