Soft drinks specialist AG Barr is launching Rubicon Light & Fruity, a new range with all the taste of Rubison but half the sugar.

Appealing to calorie-conscious shoppers, the new line-up will include a Light & Fruity version of the brand’s bestselling Mango flavour, alongside two exciting exotic blends; Mango & Coconut and Mango, Lime & Mint.

The packs come with an rrp of £1.57 and £1 pricemarked packs are available (1 litre cartons).

Adrian Troy, AG Barr’s head of marketing said: “With 40% of shoppers actively looking to reduce their sugar intake, and 75% looking for more exotic flavours ( IGD December 2015), Rubicon Light & Fruity can deliver incremental sales for retailers as a low-calorie alternative that really delivers on flavour.”

The launch will be supported with heavyweight outdoor advertising, POS and social media support to drive awareness and trial.

AG Barr recommends that retailers merchandise new Rubicon Mango Light & Fruity beside regular Rubicon Mango and range the three Light and Fruity flavours together to offer choice and unlock the fantastic incremental sales opportunity.