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Product news: Rockstar adds a morning boost

Merril Boulton ·

Barr Soft Drinks has launched a new range - Rockstar First Start - which it believes will provide a great boost to the energy drinks category.

Rockstar First Start comprises two flavours – Mixed Berries and Orange Clementine – and is aimed at morning consumption occasions which are currently an untapped area for the energy drinks market.

The products - which contain no added sugar - are designed to provide a much-needed morning boost, with a combination of fruit juice (5%) and caffeine from natural sources and less than 30 calories per can; with 70% of shoppers saying they would buy when asked.

“Rockstar has a track record of bringing successful innovation to the UK energy drinks market and shoppers have always responded well to the brand’s new flavours and concepts,” says Adrian Troy, marketing director at Barr Soft Drinks.

“We’ve identified a significant growth opportunity for energy drinks as part of the morning routine. There is also an opportunity to broaden the usage in the market beyond the young adult male base, to bring in both older consumers and female shoppers.

“Rockstar First Start meets these needs, delivering that sought-after energy boost in a great-tasting low-calorie soft drink. With low-calorie variants driving growth three times faster than regular variants, we are confident that this new addition will drive incremental sales.”

Barr Soft Drinks recommends that retailers merchandise new Rockstar First Start as part of the ‘on the go’ section of the chiller to meet the needs of busy shoppers.