rr is building on its Rockstar Xdurance range with the launch of new Xdurance Electric Fruits.Since launching in August 2011, Rockstar Xdurance Blue has seen sales of over £40 million and is currently the UK’s fastest selling Big Can flavoured energy drink.
Adrian Troy, head of marketing for A G Barr said: “Rockstar Xdurance, which is designed to prepare consumers for extreme mental and physical performance, really strikes a chord with shoppers.
“New Xdurance Electric Fruits will offer fans an exciting new flavour as well as attracting new shoppers to the brand.”
The launch aims to further grow the energy category, which is now worth £952m and is growing at +8% YOY, with Big Can energy formats driving the category with growth of 19% YOY.
Within Big Can energy, flavoured variants are still the key drivers, growing at 52% and Rockstar continues to lead this trend with a 56% share of the flavoured energy market and seven out of the top ten fastest selling big can energy flavours.
New Rockstar Xdurance Electric Fruits performed well in consumer taste tests, with 76% of consumers saying they would buy the product.
Troy said: “Consumers are constantly seeking exciting new flavours when it comes to energy.
“Rockstar Xdurance is the fastest selling big can energy flavour and we are now building on this success with another variant.
“Rockstar Xdurance Electric Fruits will be popular with shoppers, so we recommend that retailers stock up to make the most of this incremental sales opportunity.
