UK soft drinks maker AG Barr has entered the ice cream market with the launch of three products under the Rubicon brand.
The range, launched last week, comprises packs of four 110ml ‘push-up’ ice lollies in Mango, Passion, and Lychee flavours, with an RRP of GBP0.89 (US$1.41) per pack.
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Rubicon Mango Ice Cream Swirl and Rubicon Mango Fruit Exotics in 750ml tubs will also form part of the launch, with an RRP of GBP2.99.
The range will benefit from a year-long marketing package to include television and outdoor advertising, sampling, and POS.
“This is a first for the ice cream category in what we believe will be a major profit generator for the trade,” said AG Barr’s head of marketing, Adrian Troy. “We’re plugging a significant gap in the market as ice cream is often lacking in choice of ‘authentic exotic flavours’ which core Rubicon consumers, among many others, are now actively seeking.”
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