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Energy drink consumers are brand loyal, though, according to Red Bull. “Shoppers will actively look for their drink of choice when seeking a functional boost, with 33% of consumers always going for their favourite brand and choosing it regardless of their venue or situation,” says a spokesperson for the manufacturer. 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.
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. Rubicon Exotic Juices ( Rubicon Food Products Limited) is a beverage manufacturer with headquarters in Richmond Hill, Ontario, Canada and Milton Keynes, United Kingdom. It was founded in the United Kingdom in 1981. The company specializes in producing juice drinks from exotic fruits, and produces energy drinks. The company is owned by A.G. Barr. Each contains 20% fruit juice and a slew of performance-boosting natural ingredients that are supposed to pump you full of energy and take the edge off a crash. Rubicon Raw Energy Drink makes good on its promise of Energy and flavour without sacrificing calories.launches performing in stores Launched in February 2021, the Rubicon Raw range comprises four fruity flavours, each available in 500ml. 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. Low- and no-sugar energy drinks have had faster growth than full-sugar varieties, according to Red Bull, with 21.8% growth versus full-sugar’s 16.9%.
New Apple & Guava flavour joins Rubicon RAW range Barr Soft Drinks has added an Apple & Guava variant to its Rubicon Raw range. 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. While 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.”
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Some energy drinkers may want zero-sugar energy, but they don’t want it to look, feel, perform or taste different to regular energy drinks.” Scotland’s retailers will know this intuitively, having witnessed demand for energy drinks in their stores. 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? 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. Matt Gouldsmith, channel director for wholesale at SBF GB&I, says: “Stimulation energy drinks have had year-on-year growth of more than 22%. New flavours are important for retailers to continue to drive excitement and provide different options for shoppers in this growing category.”
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. Rubicon Raw Energy has four unique flavours, but you’ll find the same basic ingredients underneath the taste.According to IRI research covering the year to 25 December 2021, over one in three soft drinks sold in convenience stores were energy drinks. They are worth the hype. Barr’s set out to create the ultimate energy drink, blending the refreshing taste of everyday juice with the instant energy that caffeinated drinks provide. Nothing on the market strikes that balance like Rubicon RAW does. Rubicon Raw appeals to existing energy shoppers who are looking for great taste or something that meets their needs better as they mature. Top 10 Chocolates Top 15 Chewing Gums Kinder’s Product Range Nutella’s Product Range Ferrero’s Product Range Kit Kat Range Cadbury Range
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