VITS PRESS PLAIN

Rubicon Spring aims to disrupt the functional water category in 2025 with its new Rubicon Spring Vits still range, available from March.

Available in plain (RRP £1.50) and £1.29 PMP options, Rubicon Spring Vits is launching in three flavours - Black Cherry Pomegranate, Mango Passion and Strawberry Watermelon.

The brand said the drinks are packed with essential vitamins to support energy and immunity and made with spring water, fruit juice and natural flavours, with each format just 15 calories and fully HFSS compliant.

Lisa McKenna, head of brand, said: “78% of shoppers are still choosing drinks for enjoyment, but aiming to drink more water. Taste remains the top driver but 69% are interested in added benefits such as energy and immunity.

“We know consumers want to make smarter soft drink choices without compromising on taste so offering a great tasting product with added health benefits will bring more consumers into the functional water category.

“There is a perfect gap in the market for a trusted and established brand to boost this category and help retailers tap into its full potential.”

The launch will be backed by £2m brand investment to drive trial and awareness including national OOH advertising, social media and sampling. In consumer testing, 78% of shoppers said they would buy. The brand said retailers can maximise their sales by using PoS materials to create in-store theatre, ensuring that shoppers can’t miss these on shelf.