AG Barr is building on its Rockstar brand with the launch of a flavoured zero sugar big can energy drink.
“The energy category is growing at 7%, ahead of the soft drinks market,” said Adrian Troy, Head of marketing for AG Barr. “Within this, big can formats are driving this growth at +15% YOY, but it is flavoured energy which is driving the increase at +43% YOY. Rockstar is leading this growth and seven out of the top 10 fastest selling big can SKUs are Rockstar flavours.”
Troyadded that another big trend in the energy market is the growth of low calorie variants at +17% YOY.
He adds: “However, there is currently little consumer choice available in this growing sector and the launch of Rockstar Pure Zero will fulfil both the demand for a low calorie option and the demand for great-tasting flavoured energy. Rockstar Pure Zero is available in a 500ml big can format in our popular Fruit Punch flavour. The new variant offers the full Rockstar energy hit with zero sugar.”
