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Rubicon Spring has introduced a new flavour to its range - pink grapefruit blood orange.

The new variant will be available in 500ml plain and £1 PMP packs starting from 1 April 2024.

Barr Soft Drinks said that it has performed exceptionally well in consumer research with three out of four people saying they would definitely or probably buy it.

Jonathan Kemp commercial director at Barr Soft Drinks said: “Taste is the top consideration when it comes to soft drinks purchases, shoppers want to enjoy bigger, bolder experiences.”

According to IRI, flavoured water is growing ahead of the total water category.

Kemp claimed that shoppers are searching for better ways to hydrate and are choosing flavoured sparkling water as part of that mission: “Retailers who stock good quality, low calorie products which don’t compromise on flavour, taste or value, such as Rubicon Spring, will drive more engagement and interest in their soft drinks’ fixtures, increasing basket spend and encouraging repeat purchase.”

The launch will be supported by a marketing campaign aiming to encourage consumers to do something different with their lunchtime and to discover the new flavour.

It will include strategic digital activity and national time-activated sampling hoping to drive trial and engagement.