Rockstar range reformulation ramps up caffeine content

Rockstar range

Rockstar is launching a reformulated core range with 25% more caffeine to create a point of difference for shoppers and retailers within the crowded energy drinks market.

The new Rockstar recipe will launch across the full core range, which includes best-sellers Xdurance and Punched as well as Original and SuperSours (Bubbleburst and Blue Raspberry) variants. All will be available in 500ml 99p big can formats.

The addition of 25% more caffeine in the new recipe follows the success of higher caffeine energy drinks delivering high market growth in the USA.

In taste tests, 55% of consumers said they would drink more of the new products.

Barr Soft Drinks recommends that retailers merchandise the new core Rockstar products in the ‘on the go’ section of the chiller, where nearly one in two purchases is an energy drink.

Adrian Troy, AG Barr’s Marketing Director, said: “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.”