“Sour flavours are growing in popularity at a rapid rate,” said Adrian Troy, head of marketing for AG Barr. “Half of all energy drinkers consume sour flavours in other food and drink categories. By combining Rockstar’s unique energy formula with an electrifying sour taste, we are set to attract new shoppers to the brand as well as offering something new and exciting to the brand’s existing consumers.”
The Rockstar range is experiencing impressive growth of 91%, with 43% of these sales coming from products launched within the last 12 months: Rockstar Xdurance, Rockstar Xdurance PET, Rockstar Punched Fruit Punch and Rockstar Pink.
Rockstar SuperSours has performed well in consumer taste tests. 85% of those interviewed felt the range to be new and different from any other energy drink currently available in the UK, with 68% saying they would definitely buy it.
© FoodBev Media Ltd 2024