MAIN new product development so far this year on the AG Barr-marketed Rockstar brand has been the launch of what the Irn-Bru owner sees as an entirely new category – energy waters.
At the beginning of the year the firm introduced two variants of Rockstar Energy Water, Blueberry, Pomegranate & Acia, and Peach, in 355ml cans.
“Rockstar Energy Waters deliver a full hit of energy with high caffeine content from a natural source and a special vitamin blend, but have 50% less sugar and calories per 100ml than the 500ml standard Rockstar Energy cans,” said Adrian Troy, AG Barr head of marketing
“We’re really confident that Rockstar Energy Waters will fuel major category growth in 2015, attract new shoppers to the category and reinforce Rockstar’s reputation for innovation and flavour. To maximise this exciting sales opportunity, AG Barr is advising retailers to position Rockstar Energy Waters between standard energy drinks and water.”
