Rubicon Spring, the UK’s No. 1 Sparkling Flavoured Water[1], is set to disrupt the functional water category in 2025 with its brand new Rubicon Spring Vits still range, available from March.
Available in plain and £1.29 PMP options, Rubicon Spring Vits is launching in three delicious flavours: Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon. Packed with essential vitamins to support energy and immunity and made with spring water, fruit juice and natural flavours, each format is just 15 calories and fully HFSS compliant.
Lisa McKenna, Head of Brand for Rubicon, said: “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[2].
“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.
“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[3] 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.”
The launch will be backed by £2 million brand investment to drive trial and awareness including national out of home advertising, social media and sampling.
In consumer testing, 78% of shoppers said they would buy[4], so retailers can maximise their sales by using our vibrant, attention-grabbing PoS materials to create in-store theatre, ensuring that shoppers can’t miss these on shelf. Stock in the chiller next to your other flavoured water brands as this is where shoppers will look for them.
[1] Circana, Value sales, Flavoured Water, MAT to 21/12/24, Total UK
[2] Journey into the future of flavour, Mintel 2024
[3] Sample 200 Flavoured Water drinkers UK. VYPR August 2024
[4] JVA Consumer Research, 13/02/24
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