Rubicon RAW Apple & Guava Energy Drink, 20% Fruit Juice, High Caffiene with B-Vitamins, Ginseng & Guarana, No Artificial Colours or Flavours, Reduce Tiredness & Boost Energy - 12 x 500ml Cans

£9.9
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Rubicon RAW Apple & Guava Energy Drink, 20% Fruit Juice, High Caffiene with B-Vitamins, Ginseng & Guarana, No Artificial Colours or Flavours, Reduce Tiredness & Boost Energy - 12 x 500ml Cans

Rubicon RAW Apple & Guava Energy Drink, 20% Fruit Juice, High Caffiene with B-Vitamins, Ginseng & Guarana, No Artificial Colours or Flavours, Reduce Tiredness & Boost Energy - 12 x 500ml Cans

RRP: £99
Price: £9.9
£9.9 FREE Shipping

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According to Troy, the addition of a 500ml variant offers retailers the “opportunity to build on the success of Irn-Bru Energy.” The energy market is changing and consumer needs have changed. Energy is no longer the reserve of the traditional young gamers. Innovation has seen the consumer base shift and the category must be exciting and varied to keep a broader range of shoppers engaged. The flavour will be supported with a wide ranging social and digital marketing campaign as well as in-store POS materials. 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.” New Apple & Guava flavour joins Rubicon RAW range Barr Soft Drinks has added an Apple & Guava variant to its Rubicon Raw range.

Barr Soft Drinks’ Troy has also reported this shift, but recognises the importance of offering both options. He says: “Sugar is an important component of energy for most consumers, but a growing number are looking for a lower-calorie or even sugar-free option.According to IRI research covering the year to 25 December 2021, over one in three soft drinks sold in convenience stores were energy drinks. 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.” Rubicon Raw Energy drinks also contain a fair bit of caffeine. Each can contains 160mg of caffeine. That is the same amount of caffeine a Monster energy drink contains. How do Rubicon Raw Energy Drink taste? 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. 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).

They take like a fruity explosion in your mouth. The fruit pairing of each flavour dominates the taste buds, making you feel like you’re tasting fresh-squeezed juice rather than an energy drink. The carbonated taste barely comes through, and each swig has a delayed explosion of fruity freshness. Is Rubicon Raw Energy Drink worth the Hype? 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. Irn-Bru Energy isn’t the only AG Barr brand that has benefited from a new 500ml format over the last year. 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. Carbonated Mixed Fruit Juice and Flavour Energy Drink with Added Caffeine, Vitamins, Sugar and SweetenerWhile it’s not a new trend, the demand for these options will increase come October following the introduction of the high fat, sugar and salt (HFSS) legislation. Amy Burgess, senior trade communications manager at CCEP, says: “With 29% of consumers saying they are focused on sugar reduction following the pandemic, and with HFSS due to come into effect later this year, low- and no-sugar options should be high on the agenda with retailers.”

Barr Soft Drinks recently launched Rubicon Raw Apple & Guava to help retailers capitalise on demand for new flavours. Troy adds: “In market research, consumers said Rubicon Raw delivers on taste and interesting flavours more than its big-can energy competitive set. Green Coffee is at the centre of the Rubicon Raw formula, and it contains chlorogenic acid, which has many health benefits like lowering blood pressure and increasing metabolism. It also contains less caffeine than regular coffee and delivers a slower, more sustained release of energy. The soft drinks maker has also been innovating with Rubicon, through the launch of Rubicon Raw in February 2021.

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IRI Marketplace data revealed Irn-Bru Energy is growing four times faster than the energy market at the moment and Troy said the brand is delivering incremental sales to retailers. The range comprises four flavours: Cherry & Pomegranate, Orange & Mango, Raspberry & Blueberry and the recently launched Apple & Guava. In market research, consumers said that Rubicon RAW delivers on taste and exciting, interesting flavours more than its Big Can Energy competitive set *4. The Rubicon RAW Apple & Guava flavour allows us to grow our brand, but more importantly, it allows stores to invigorate and excite their category with a product that has delivered exceptional results in consumer research.” Vasanti Jesani, of Cellar 57 in Atherton, Greater Manchester, says the energy drinks market is dominated by flavour. “Shoppers love the Monster Original, Punch and Mango flavours, and other trends don’t really come into play,” she says. “Shoppers like trying new flavours.”

The energy market is changing and consumer needs have changed. Energy is no longer the reserve of the traditional young gamers. Innovation has seen the consumer base shift and the category must be exciting and varied to keep a broader range of shoppers engaged.” 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. Current consumers are buying Rubicon RAW more frequently than other brands in the market, helping us drive category sales. Jesani says most of the category is dominated by low- and no-sugar lines, and customers don’t really notice the difference. “We noticed the shift a few years ago and people actually prefer them now, but customers will still choose the latest lines, such as Monster Gold,” she says. Rubicon RAW from Barr Soft Drinks has made a significant impact in its first 12 months, selling over 11 million cans *1. Rubicon Raw Energy is about as good as healthy energy drinks get. It tastes better than any energy drink we’ve tried before, making it one of the energy drinks we actually enjoy drinking. Its host of healthy ingredients and superfoods doesn’t hurt either.Rubicon Raw appeals to existing energy shoppers who are looking for great taste or something that meets their needs better as they mature. 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. 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.



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