Consumer behaviour in food and grocery is shifting faster than ever. People are becoming more conscious of what they put into their bodies — not necessarily seeking “premium” in price, but premium in quality. In a world where consumers read labels, Google ingredients, and hold brands accountable, innovation stops being optional — it becomes a responsibility.
This shift is clearly visible in the non-alcoholic beverage space. More and more, people are reaching for drinks with less sugar, or none at all. We respect — and even welcome — this shift. It pushes brands like ours to re-examine tradition, re-engineer formulas, and rethink what juice can be without losing the taste that made it beloved in the first place.
The answer begins in our R&D lab. We asked our food scientists to find a solution that could bring sweetness without the calories and sugar load — without compromising taste or our standards for quality. This is where sweeteners enter the conversation.
But not all sweeteners are made equal.
Many brands, under pressure to reduce sugar, reach for the cheapest and fastest solution — often sucralose or other artificial sweeteners. While they may cut calories, they don’t always consider the long-term effects of such ingredients on human health — frequent use of artificial sweeteners has been associated in research with gut microbiome disruption, potential glucose response, and the formation of unwanted compounds when broken down or heated.
That is not a path we were willing to take.
At Rubicon, quality is not a buzzword — it is a pillar. It guides our sourcing, our testing, and our promise to customers. After months of trials, we chose stevia as our sugar-reduction solution.
And not just any stevia.
We sampled over 200 different strains to find one with the least aftertaste and the best sweetness profile, ensuring that the product still tastes like real Rubicon — only lighter.
Unlike many artificial sweeteners, stevia is naturally derived from a plant. It offers:
Today, we use stevia across several of our products, including Sun Exotic — a half-sugar, half-calorie line inspired by Caribbean flavours — now available nationwide at Walmart, Loblaws, Sobeys, FreshCo, and other major retailers.
Our decision to choose plant-based stevia over cheaper artificial sweeteners reflects our core belief: better ingredients make better products — not just for taste, not just for health, but for the experience that comes with every sip.
Because Rubicon has never been only about refreshment —
it has always been about that moment of escape.
That instant you close your eyes and feel transported somewhere tropical, warm, alive — a brief vacation for the senses.
By reducing sugar and choosing naturally-derived stevia, we made sure that escape remains intact without the extra calories, without the guilt, and without compromising flavour or integrity.
In a rapidly changing world of dietary preferences and evolving health awareness, we remain committed to giving you juice you can feel good about drinking — without the extra sugar, without the unnecessary calories, and without compromising on flavour or integrity.
Because for us, the standard isn’t what is easiest —
it’s what is right.
