AG Barr adds coconut water to Rubicon range

rubicon coconut waterThe growth in popularity of coconut water in the UK has led soft drinks group AG Barr to launch its own product as part of the Rubicon juice range.

The new Rubicon Coconut Water is made from young, green coconuts and contains 34% juice. It is being launched in one-litre and 330ml packs.

The UK’s coconut water market has grown fivefold in the last 12 months, according to Nielsen Scantrack figures to January 2014.

AG Barr’s head of marketing, Adrian Troy, said: “This is the first truly authentic, affordable, great tasting coconut water in the market and it will be popular with both ethnic and mainstream customers.

“Rubicon Coconut Water, which contains 34% juice, is a great-tasting drink which has outperformed the brand leader in consumer taste tests.”

The launch will be supported by a £2million brand investment throughout the summer, including an outdoor media campaign and consumer sampling to drive trial and awareness.

It joins other exotic juice drinks in the Rubicon range such as mango, passion fruit, lychee, guava, papaya and pomegranate.

“Exotic flavours have seen a rapid growth in recent years as consumers seek new, authentic flavours,” Adrian added. “Mango flavour drinks are now outselling apple flavour drinks by 18% while, within juices, exotic flavours have grown the category by 17% in the last two years.”

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