The Publication For The Grocery Trade

Rubicon's refreshing relaunch

An eye-catching and refreshing new look is about to be unveiled by Rubicon, the UK's leading exotic juice drinks supplier. The new look includes new pack design, new logo and Rubicon’s new distinctive exotic hummingbird brand icon. The vivid new pack design reflects Rubicon's unrivalled range of real exotic fruit drinks, using photographs of freshly picked mangos, passionfruits, guavas, lychees and guanabanas set against vibrant backgrounds. Designed to appeal to a broadening target market of colourful people with flavourful lifestyles, the graphics reinforce Rubicon’s exotic credentials and authentic taste. The new 3 dimensional logo features a hummingbird in flight, sampling from Rubicon’s nectar to convey the refreshing world of Rubicon. The distinctive bird represents the brand’s love of the rare and exotic and is known to challenge its larger counterparts with its power, grace and speed - a trait replicated in Rubicon’s own brand positioning! The high impact packaging will be supported by £3million marketing support including TV, sampling, PR and sponsorship. Barbara Down, Rubicon Head of Marketing commented, ‘This is a really exciting year for Rubicon. We produce an exceptional product range that is experiencing substantial growth - our sales are up 22% in the last year. The new look of the brand reflects the pride we have in producing top quality exotic juice drinks made from only the finest ingredients.’ Sales in the exotic juice sector are one of the fastest growing in the market, with Mango up 56% since Feb ‘03 and Passionfruit up 103% over the same period. Rubicon, which manufactures its products at its state of the art production plant in Wales, was founded in 1982 by two entrepreneurial British Asian food and drink technologists, Naresh Nagrecha (Chairman) and Vish Vekaria (R&D Director). Their aim was to exploit the niche for exotic juices and provide drinks that taste as near as possible to the real fruit. Rubicon’s exotic drinks are available in still and carbonated formats, in both family 1ltr packs, single serve cans & cartons and in bottles, either glass or PET. Visit the Rubicon website for exotic cocktail suggestions at www.rubiconexotic.com