16 May 2008


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Rubicon adds Fruit Paradise to Sun Exotic juice range

Rubicon

soft drinks

Source : Rubicon
Almost 10 years after the launch of Sun Exotic, 2008 marks a fresh new era for the brand. The range, from Rubicon, the UK's No.1 exotic drinks brand, is launching new Sun Exotic Fruit Paradise, a truly original exotic blend which combines no less than eight exciting exotic fruit flavours and coconut water.

Available from April, the launch will benefit from Rubicon’s £4m marketing support package which includes TV advertising.

Fruit Paradise delivers the sumptuous taste of paradise with a range of exotic fruits including; Guanabana, Calamansi, Starfruit, Passion Fruit, plus super fruits Papaya and Acerola.

It is available in 1 litre and 288ml cartons, with a vibrant new design, featuring strong Sun Exotic branding, luscious fruit imagery and information about the health benefits of the Vitamins A, C & E, which are contained in the blend.

The launch aims to capitalise on the Sun Exotic brand’s phenomenal 81% sales growth and the popularity of exotic fruit drinks, which are experiencing growth double that of more ‘common’ fruits.

Barbara Down, Head of Marketing at Rubicon, says: “Consumers are increasingly developing more adventurous tastes and seeking out newer, more exciting fruit flavours.

“We are confident Sun Exotic Fruit Paradise with its unique blend of exotic fruits, will emulate the continued success of Sun Exotic Tropical and Pineapple & Coconuts flavours, injecting further value into the ambient juice market.

“Our extensive support package will see the Sun Exotic brand return to our television screens in the summer and combined with increased brand visibility through consumer sampling and PR support, the range is set to enjoy phenomenal success in 2008.”

The Sun Exotic Fruit Paradise launch package will include an introductory offer 79p price mark pack (RRP 95p per pack) and striking in-store POS displays.

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