By Sima Sobhi, Head of R&D, Rubicon Exotic
My journey in the beverage industry has been a long one, spanning over 20 years in R&D. I’ve always had a natural talent for taste, able to recognize subtle differences and spices in a food or drink. I was even recruited for my first job because of my sharp palate.
Over two decades, I’ve seen every product development approach you can imagine, from pure science to a data-driven process. But I’ve learned that all the expertise in the world can’t replace one simple, profound truth: when you’re developing a new product, true success comes from the people you’re making it for.
This core belief guided our work on Sun Exotic. The central lesson my team and I learned is that communicating and engaging with consumers before a product launch is the key to creating something truly authentic. We knew we couldn’t just rely on our expertise or taste buds. Instead, we had to engage directly with the people who know these flavours and cultures best: Caribbean and Black Canadians. Their voices didn’t just inspire the process; they became our co-creators, guiding us from the earliest decisions to the final formulations.
Sun Exotic is a new line of juice drinks from Rubicon Exotic, a rebirth of a product that has resonated well within communities. It is a unique and authentic tropical juice. We knew that for a product to succeed, it needed to connect with a community on a deeper level.
Our first step was to ask the community what mattered most. Through focus groups and research, two clear flavour favourites emerged: Pineapple Ginger and Fruit Punch. We found that beyond their popularity, these flavours were deeply familiar to the community and held a strong sense of nostalgia, making them a genuine part of the culture. As our colleague Ali Razmi put it, when you say something is Caribbean, “you better get the street cred for it”.
But the feedback went deeper than just taste. Participants told us that while they loved bold flavours, they also wanted healthier options. They pointed out a significant issue within their community: a prevalence of high-sugar products on the market and a lack of alternatives for those seeking less sugar. This was a critical insight that we had completely overlooked. It was a true “aha” moment for us, pushing us to find a solution that wouldn’t compromise on flavour.
We knew that reducing sugar was a significant challenge because we had to preserve the bold, familiar flavours our community wanted. As a food scientist, I know that sugar intensifies flavour and adds texture. We knew we couldn’t just remove it and hope for the best. To maintain the vibrant taste without a high-sugar content, we began a painstaking process of trial and error. We put in countless hours of work to get the taste just right, experimenting with new combinations and ingredients. The ultimate validation came when the community tasted it and confirmed we had succeeded in our mission: creating a product that was both delicious and healthier, just as they had asked.
A key breakthrough in this journey came from identifying the perfect strain of stevia among more than 20 natural variants. Stevia, a plant-based sweetener derived directly from the leaf, offered us a path to balance flavour and health. Unlike artificial sweeteners, it is naturally sourced and widely recognized as safe. Clinical research shows that stevia does not raise blood sugar levels, making it a better alternative for people mindful of glucose control. And while some artificial sweeteners are synthetically produced and can cause digestive discomfort or alter gut microbiota, stevia has been extensively studied and approved by global health authorities as a safe, long-term alternative. For us, the pursuit of the ideal stevia strain was essential to ensuring great taste, natural origins, and consumer trust.
We don’t just say our juice is delicious, healthier, and exotic—we stand by it. Our commitment is simple: when we put a fruit name on our label, it’s a promise to deliver an authentic taste. We ensure there is a sufficient percentage of real fruit in every bottle so that when you try it, you can genuinely taste the flavour. This commitment to using high-quality, natural ingredients and purees means our products may be more expensive to produce. However, it also guarantees that our flavours are genuine and that the drink stays true to the community that helped us craft it. Our dedication to quality is why we don’t use preservatives, artificial flavours, or colours.
The story of Sun Exotic is a prime example of how true innovation comes from a community-first approach. We would like to extend a heartfelt thank you to the Caribbean and Black Canadian community for their invaluable input. By engaging directly with them, we were able to create a product that not only met but exceeded expectations. The community didn’t just guide our flavours; they challenged us to think differently about health and authenticity, leading to a juice that is both nostalgic and forward-thinking. In the end, Sun Exotic isn’t just a new beverage on the shelf; it’s a testament to the power of listening, co-creating, and truly connecting with the people you serve.
