AG Barr, is launching a first in the energy category with the launch of a SuperSours flavour range for its Rockstar brand. The Scottish firm says that the range, comprising two ‘tongue-tingling’ variants, BubbleBurst and Green Apple, will tap into a growing consumer trend for sour flavours.
“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.
“In the rapidly developing energy category, consumers are looking for new, exciting flavours.” says Troy. “By continuing to launch innovative products which tap into key consumer trends, Rockstar is driving growth in the flavoured energy sector and boosting profits for retailers.”
Rockstar Supersours BubbleBurst and Green Apple 500ml cans PMP and plain will launch in January with a £1.83 rrp and 99p price-mark.