Soft drinks manufacturer Rubicon has launched its new kids range that has no added sugar, no preservatives, and no sweetener at Gulfood 2017.
Sales and marketing director Jose Jacob - AMEA told Caterer Middle East: "Rubicon at this point has been in the market for about four months and a bit. We started in the UAE and the response has been good, which has given us more confidence to go out in the market and launch the product in Bahrain, Oman and Qatar.
"We have dealt with big banners like Lulu; now the next step for us is to go into Kuwait and Saudi Arabia. We hopefully should be able to make an announcement within the next week."
As to why the soft drink company is launching a kids range, Jacob added: "As a company we believe in giving good quality products to our clients. A lot of focus is being put into that after the launch of our one litre no sugar added range. So we thought why not cater to kids as well."
Managing director Neel Nagrecha emphasised his belief that the market over time will become more like Europe, where sugary products are banned due to obesity problems and diabetes.
"We want to start giving consumers lighter juices that's exactly like our classic range and that's why we're focusing heavily on that. The market is definitely ready for it; while our competitors' products are packed with sugar, ours has only natural sugars," he added.
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