Rockstar is launching a new and improved core range with 25% more caffeine to create a point of difference for shoppers and retailers within the crowded energy drinks market.
The new Rockstar recipe will be launched across the full core range which includes its two best sellers – Xdurance and Punched – as well as the popular Original and SuperSours (Bubbleburst and Blue Raspberry) variants and will be available in sugar levy free 500ml 99p big can formats.
The addition of 25% more caffeine in the new recipe gives the functional benefit of delivering maximum energy and follows the success of higher caffeine energy drinks delivering high market growth in the USA.
“The Energy category has always been driven by people’s needs and there are currently big sections of society that are busier than ever before at the moment. We may have lost the busy morning commute, which has always been a hotspot for Energy consumption, but it’s been replaced by the pressure of lockdown, juggling childcare and the need to catch up on work late into the evenings which creates the need to feel alert and awake throughout the day,” says Adrian Troy, AG Barr’s Marketing Director.
“The improved taste and additional caffeine content and the bold new can designs will attract attention on shelf and drive trial amongst new and existing Rockstar consumers who are always looking to try something new.”
Taste is really important to energy shoppers and, in consumer taste tests, the new products performed exceptionally well, with 55% of them saying that they would drink more*1.
“Energy is the biggest category within ‘drink now’ soft drinks worth £1.4 billion*2. Within this Big Can Energy is bucking the trend during lockdown growing at 5% vs a decline of -14.4% for Total Drink Now*3 so it is critical that retailers provide a wide range of formats and flavours to cater for these consumers.
“Flavoured Energy has grown £21m in the last year*4 and now accounts for 34% of the mainstream energy market, growing faster than original energy*5 making the new and improved range from Rockstar, a tool retailers can use to have significant impact on sales,” concludes Troy.
Barr Soft Drinks recommends that retailers merchandise the new, improved core Rockstar products in the ‘on the go’ section of the chiller, where nearly one in two purchases is an energy drink,*4 to attract consumers on the lookout for great tasting energy.