AG Barrs Rubicon Light & Fruity

AG Barr's Rubicon Light & Fruity

AG Barr's Rubicon Light & Fruity

Category - Fruit juice

Available - From September

Location - UK

Price - SRP GBP1.57 (US$2.10) or GBP1 price-marked one-litre packs 

AG Barr has launched a new range under its Rubicon brand as it looks to appeal to calorie-conscious consumers. 

Light & Fruity contains "half the sugar" of regular Rubicon. Flavours include Mango, Mango & Coconut and Mango, Lime & Mint.

"Innovation, choice and health are the three key drivers for purchase within ambient juices, with products delivering on health and taste driving the majority of category growth," said Adrian Troy, AG Barr's head of marketing.

Citing IRI data, Troy said 40% of consumers look to reduce sugar intake. 

The launch will be supported with an advertising campaign.

Earlier this week, the Irn-Bru owner warned that Brexit will inflate costs next year as currency falls from the vote eventually make an impact.