launches performing in stores Launched in February 2021, the Rubicon Raw range comprises four fruity flavours, each available in 500ml. Energy drinks are no longer about an instant boost, but one that lasts hours after consumption. SBF GB&I developed a strategy to break down the category into four simple consumer ‘need states’ to help retailers make the most of their range. A 500ml format was added to the Irn-Bru Energy lineup in December 2020, broadening the appeal of what appears to be an increasingly popular option in the category.

Guarana extract can help reduce fatigue, improve focus, and has many other benefits, while Ginseng is widely regarded as a miracle drug. It increases energy levels, improves cognitive function, and lowers blood sugar. The four states are enjoyable refreshment, uplift & energise, special moments and positive choices,” says Gouldsmith.

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Rubicon Raw went viral in 2020. The drinks are everywhere you look. With the hype surrounding them, you can’t help but wonder if they’re worth it. According to Troy, the addition of a 500ml variant offers retailers the “opportunity to build on the success of Irn-Bru Energy.” The ingredient list would’ve been perfect if it weren’t for the odd choice of sweetener. While Sucralose is a great sugar alternative, it can cause digestive issues and has been known to cause insulin spikes in Diabetics. Stevia is fruit-based and would have been a more natural alternative.

Adrian Troy, marketing director at AG Barr, suggested that the 500ml can format is where convenience retailers can expect to see serious growth in the future. Carbonated Mixed Fruit Juice and Flavour Energy Drink with Added Caffeine, Vitamins, Sugar and Sweetener Troy said Apple & Guava has exceeded AG Barr’s expectations since it launched in May, with research and insight consultant agency JVA finding that 90% of shoppers would buy the flavour again. The range comprises four flavours: Cherry & Pomegranate, Orange & Mango, Raspberry & Blueberry and the recently launched Apple & Guava. Irn-Bru Energy isn’t the only AG Barr brand that has benefited from a new 500ml format over the last year.The fourth largest flavoured big can energy brand in the market *2, Rubicon RAW is launching a new flavour to accelerate growth further. Rubicon RAW Apple & Guava joins our three existing, great tasting flavours and has exceeded our expectations in research with 90% of shoppers saying that they would buy it again and 87% rating it as good or excellent *3. Offer valid from 07/09/2023 at 7:00 to 14/09/2023 at 23:59, at Tesco, Asda, Morrisons, Co-op (in-store & online), Spar & McColls (in-store only) ONLYand subject to availability (online supermarkets included).

Vitamins B3 (niacin), B6 and B12 contribute to normal energy-yielding metabolism and the reduction of tiredness and fatigue Rubicon RAW meets the needs of this new audience and 60% of the brand’s sales have been incremental by recruiting new and lapsed energy consumers. *8 Current consumers are buying Rubicon RAW more frequently than other brands in the market, helping us drive category sales. And when it comes to trends within this growing category, they may have also noticed one format in particular has been gaining serious ground. Both are staples among the healthiest energy drinks on the Market. However, what sets Rubicon Raw apart from its competition is the source of its Caffeine.The number one reason consumers like Rubicon Raw is that it’s made with 20% real fruit juice, which together with caffeine from green coffee beans and B-vitamins provides a big energy hit that is full of flavour. Rubicon RAW is now the fourth largest flavoured big can energy brand in the market (IRI), having sold more than 11 million cans in its first 12 months. Rubicon Raw appeals to existing energy shoppers who are looking for great taste or something that meets their needs better as they mature.

In market research, consumers said that Rubicon RAW delivers on taste and exciting, interesting flavours more than its Big Can Energy competitive set. The Rubicon RAW Apple & Guava flavour allows us to grow our brand, but more importantly, it allows retailers to invigorate and excite their category with a product that has delivered exceptional results in consumer research.” There are four drinks in the Rubicon Raw Energy line– Cherry and Pomegranate, Raspberry and Blueberry, Orange and Mango, and Apple and Guava. In 2021, Rubicon launched an energy drinks range, called Rubicon Raw Energy. It was launched in three flavours, orange & mango, raspberry & blueberry and cherry & pomegranate. [3] In 2022, an apple & guava flavour was released. [4] In 2023, pineapple & passionfruit was added to the range.

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Flavoured energy drinks now account for more than half of all volume sold, so it’s important retailers offer a wide range of formats to cater for all shoppers,” says Adrian Troy, marketing director at Barr Soft Drinks.