Rockstar unveils functional energy range

Rockstar XD

Barr Soft Drinks is tapping into growing consumer interest in energy with additional functional benefits with the launch of new Rockstar XD Power.

The new product will be available from early October in outers of 12 x 500ml plain and £1.29 price-marked cans in two variants – Blue Raz and Hardcore Apple. Both are zero sugar and free from artificial flavours and colours.

Each can delivers 200mg of caffeine, as well as branched chain amino acids to help fuel protein synthesis and muscle recovery. XD Power also contains Rockstar’s signature blend of B vitamins, which directly impact energy levels and brain function.

Barr Soft Drinks recommended that retailers merchandise Rockstar XD Power in the ‘on the go’ section of the chiller, where nearly one in two purchases is an energy drink, to meet the needs of shoppers on the lookout for functional energy.

“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,” said Adrian Troy, Barr Soft Drinks Marketing Director.

“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.”

For trade enquiries, retailers should call 01204 664 295.