Barr Soft Drinks is tapping into consumer demand for energy drinks offering additional functional benefits with the introduction of Rockstar XD Power.
Available from early October and set to broaden the appeal of one of the brand’s big can range, XD Power drinks will come in two 500ml variants: Blue Raz; and Hardcore Apple.
Sold to retailers in cases of 12 (plain pack / £1.29 PMP), the range boosts 200mg of caffeine per can with added amino acids and the same blend of vitamins as Rockstar B. XD Power drinks are also sugar free and contain no artificial flavours or colours.
Adrian Troy, Barr Soft Drinks marketing director, said: “The launch of Rockstar XD Power comes as performance energy drinks with added functionality are delivering high market growth in the USA.
“This new product offers a different proposition to current energy products and will appeal to the 61% of men in the UK aged 16-34 who use supplements. In addition low calorie energy is in strong double-digit growth, so we are confident that Rockstar XD Power will deliver incremental category growth for retailers.”
Troy added: “Sports and energy is growing at +8.6% which is significantly more than total soft drinks. This growth is being driven by big can energy which is growing at more than double the rate of mainstream energy, making it a key category for retailers (IRI Marketplace, Value Sales, MAT to 20/05/19, Total Coverage).”
Barr Soft Drinks recommends that c-store retailers merchandise Rockstar XD Power in the ‘on the go’ section of the chiller, where nearly one in two purchases is an energy drink (IRI Marketplace, Drink Now, Value Sales, MAT to 16/06/19, GB Convenience).