Barr is adding a new variant to its Rockstar SuperSours range, which took the UK by storm when it launched last year.The new Supersours Blue Raspberry flavour builds on the success of the SuperSours range which was one of the most successful energy NPD launches of 2013 and has so far delivered over £11 million through retailers’ tills.
The launch aims to add more fuel to the success of the energy category, which is now worth £934m and is growing at +7% YOY, twice as fast the overall soft drinks market.
Big Can energy formats are driving the category with impressive growth of 19% YOY*2.
Adrian Troy, Head of Marketing for A G Barr. said:
“Within big can energy, flavoured variants are still the key drivers of growth in the category, growing at 52%.
“Rockstar is leading this trend with a 56% share of the flavoured energy market*2 and seven out of the top 10 fastest selling big can energy drinks.
“Consumers love Rockstar because it doesn’t define how an energy drink should taste – it’s available in a wide variety of exciting flavours to offer plenty of choice.
“Rockstar SuperSours really struck a chord with energy consumers, who love to try new things. The new flavour will build on this momentum, delivering incremental sales in the category.”
The new Rockstar product received excellent feedback in consumer taste tests with 81% of those asked saying they would buy the product.
“Retailers should ensure that they stock a wide range of flavours on their energy fixture to meet consumer demand.
“Consumers are constantly seeking new energy flavours and Supersours Blue Raspberry will add excitement to the fixture. We recommend that retailers stock up to make the most of this incremental sales opportunity.”
