Rubicon, the UK’s No.1 exotic juice drink brand, is launching a range of big flavoured 500ml still spring waters, Rubicon Twist, into the convenience market.

Made with real fruit extract, the variant is now available for convenience retailers to tap into incremental bottled water sales.

Lisa McKenna, Brand Director for Rubicon, said: “Shoppers are increasingly looking for more exciting and interesting ways to stay hydrated. Water is a £1.8bn category, with flavoured water growing by +14% vs last year in symbols & independents alone.

“Rubicon Twist was created to fill a gap and lack of excitement in the still flavoured water category, delivering Rubicon’s authentic fruit and ‘Big Flavour Behaviour’ bold taste.”

Rubicon Twist is available in 500ml Mango Mist, Peach Punch and Berry Blast flavours.

At the start of this year, Rubicon rolled out a brand redesign across its entire range that dials up its flavour and personality, while driving on-shelf standout.

Consumers who saw the new designs were +17% more likely to agree Rubicon is ‘worth paying more for’ and were +19% more likely to purchase.