Rubicon launches ‘low-GI’ range

Exotic fruit-juice producer Rubicon is launching a range of juice drinks with a low glycaemic index (GI), to appeal to diet-conscious consumers. Low-GI foods avoid “spikes” in blood sugar levels, instead releasing energy slowly.

The launch will be allocated part of Rubicon’s &£3m marketing spend for 2005. The premium chilled drinks will go on sale later this month.

Low-GI foods can help diabetics manage their condition. A slow, sustained energy release leaves drinkers feeling fuller for longer. Retailers have been keen to adopt the GI labelling system as part of their “healthy” drive. The system, which grades foods based on the rate at which they raise blood sugar levels, gained popularity after Tesco backed the GI diet last year.

The consumer launch campaign, which begins later this month, will include extensive sampling in supermarkets as well as at events such as the Notting Hill Carnival and concerts by Indian pop star AR Rahman.

In tandem with the consumer activities, a trade advertising campaign will target key titles. There will be point-of-purchase materials, in-store promotions and sampling activities throughout the rest of the summer.

The one-litre cartons, featuring the new Rubicon brand logo of a hummingbird dipping into nectar, have a recommended retail price of &£2.29 and will be available in Waitrose, Budgens, Somerfield and bars across the UK.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here