Barr Soft Drinks has announced the launch of reformulated Rockstar energy drink range, with 25 per cent more caffeine.
The new 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.
The drink will be available in sugar levy free 500ml 99p big can formats.
“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,” commented Adrian Troy, AG Barr’s marketing director.
“We may have lost the busy morning commute, which has always been a hotspot for energy consumption, but it’s been replaced by the pressure of lockdown, juggling childcare and the need to catch up on work late into the evenings which creates the need to feel alert and awake throughout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.”
Barr Soft Drinks recommended retailers to merchandise the reformulated Rockstar products in the ‘on the go’ section of the chiller, where nearly one in two purchases is an energy drink.
“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,” Troy added.
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