AG Barr will expand its Rockstar energy drink brand in the UK with the launch of Rockstar Twister, as it aims to tap into the current trend for retro flavours.
Available as of 1 January 2019 in two flavours – smashed blue raspberry and wacked red berry – the drinks contain 25 calories per 100ml.
Adrian Troy, Barr Soft Drinks marketing director, said: “Rockstar remains the category leader in innovation, with our most recent innovation, Rockstar First Start, selling 3.9 million cans since it was launched earlier this year.
“The introduction of Rockstar Twister will kickstart energy drinks innovation for 2019, offering the great-tasting, full-flavour energy boost that shoppers have come to expect from Rockstar, with a retro twist – and fewer calories.
“The new range performed extremely well in consumer taste tests, with 71% saying they would buy. The bold, impactful packaging will also drive standout on shelf and, in turn, enable retailers to grow sales from the energy category.”
Scotland-based AG Barr owns brands such as Irn-Bru, Rubicon and Strathmore. Employing over 900 people across ten UK locations, its turnover last year was £277.7 million.
© FoodBev Media Ltd 2019
World Food Innovation Awards open for entries!
Have a Food product worthy of an innovation award? Then you’re invited to enter the World Food Innovation Awards.
Don’t delay – enter here today!