Rubicon RAW Apple & Guava Energy Drink, 20% Fruit Juice, High Caffiene with B-Vitamins, Ginseng & Guarana, No Artificial Colours or Flavours, Reduce Tiredness & Boost Energy - 12 x 500ml Cans

Product Information

In market research, consumers said that Rubicon RAW delivers on taste and exciting, interesting flavours more than its Big Can Energy competitive set *4. The Rubicon RAW Apple & Guava flavour allows us to grow our brand, but more importantly, it allows stores to invigorate and excite their category with a product that has delivered exceptional results in consumer research.” The ingredient list would’ve been perfect if it weren’t for the odd choice of sweetener. While Sucralose is a great sugar alternative, it can cause digestive issues and has been known to cause insulin spikes in Diabetics. Stevia is fruit-based and would have been a more natural alternative. Energy drinks are no longer about an instant boost, but one that lasts hours after consumption. SBF GB&I developed a strategy to break down the category into four simple consumer ‘need states’ to help retailers make the most of their range. The new Apple & Guava flavour will be supported with a wide ranging social and digital marketing campaign as well as impactful instore POS materials.

Rubicon RAW from Barr Soft Drinks has made a significant impact in its first 12 months, selling over 11 million cans *1. Rubicon Raw Energy drinks also contain a fair bit of caffeine. Each can contains 160mg of caffeine. That is the same amount of caffeine a Monster energy drink contains. How do Rubicon Raw Energy Drink taste? Rubicon Raw Energy Drink makes good on its promise of Energy and flavour without sacrificing calories.

The energy market is changing and consumer needs have changed. Energy is no longer the reserve of the traditional young gamers. Innovation has seen the consumer base shift and the category must be exciting and varied to keep a broader range of shoppers engaged. Green Coffee is at the centre of the Rubicon Raw formula, and it contains chlorogenic acid, which has many health benefits like lowering blood pressure and increasing metabolism. It also contains less caffeine than regular coffee and delivers a slower, more sustained release of energy.

Energy drink consumers are brand loyal, though, according to Red Bull. “Shoppers will actively look for their drink of choice when seeking a functional boost, with 33% of consumers always going for their favourite brand and choosing it regardless of their venue or situation,” says a spokesperson for the manufacturer. Carbonated Mixed Fruit Juice and Flavour Energy Drink with Added Caffeine, Vitamins, Sugar and Sweetener

Jesani says most of the category is dominated by low- and no-sugar lines, and customers don’t really notice the difference. “We noticed the shift a few years ago and people actually prefer them now, but customers will still choose the latest lines, such as Monster Gold,” she says. There are four drinks in the Rubicon Raw Energy line– Cherry and Pomegranate, Raspberry and Blueberry, Orange and Mango, and Apple and Guava. According to IRI research covering the year to 25 December 2021, over one in three soft drinks sold in convenience stores were energy drinks. Low- and no-sugar energy drinks have had faster growth than full-sugar varieties, according to Red Bull, with 21.8% growth versus full-sugar’s 16.9%.