Barr Soft Drinks is aiming to give consumers a whole new world of refreshment with the launch of Rubicon Street Drinks.
The new range features four unique flavours inspired by authentic street drinks from countries around the world.
The range includes four variants: Sharbat contains traditional Turkish flavours of Pomegranate & Rose; the Mexican-inspired Agua Fresca drink contains Watermelon, Lime and Mint; The Nimbu Pani variant contains Lemon, Cumin & Mint; and the Bissap drink is made with African flavours Hibiscus & Ginger.
Adrian Troy, marketing director for Barr Soft Drinks, said: “Street food has captured the imagination of UK consumers in recent years and now Rubicon Street Drinks will enable consumers to discover a world of exciting, new soft drinks, using authentic flavours from the world’s hottest streets.
“People are becoming much more adventurous and are keen to explore new and fun flavours, both in food and drink. They are very motivated by authenticity and provenance and want to know the story of where the product comes from.”
The launch will be supported with a £2 million brand investment, including a heavyweight, summer-long programme of marketing support featuring nationwide consumer sampling and impactful POS kits to create in-store theatre.
The new Street Drinks will be available to retailers from July and will be sold in 12 x 330ml cases (rrp £0.79 per can).