AG Barr launch new zero sugar drink
Article Date: 2013-11-22
A G Barr is building on the impressive success of the Rockstar brand with the launch of a new flavoured zero sugar big can energy drink on the market.
The energy category is growing at 7%, ahead of the soft drinks market*1,” says Adrian Troy, Head of marketing for AG Barr. “Within this, big can formats are driving this growth at +15% YOY, but it is flavoured energy which is driving the increase at +43% YOY*2. Rockstar is leading this growth and 7 out of the top 10 fastest selling big can SKU’s are Rockstar flavours*3
“Another big trend in the energy market is the growth of low calorie variants at +17% YOY,*4” says Troy.
“However, there is currently little consumer choice available in this growing sector and the launch of Rockstar Pure Zero will fulfil both the demand for a low calorie option and the demand for great-tasting flavoured energy. Rockstar Pure Zero is available in a 500ml big can format in our popular Fruit Punch flavour. The new variant offers the full Rockstar energy hit with zero sugar.”
Rockstar is currently growing at 66% YOY*1 and is now the UK’s fastest-growing*2, fastest-selling*3 big can energy brand.
“The launch of Rockstar Pure Zero will fill a genuine need in the market and outlets should stock up to keep their energy sales soaring in 2014.”Sources: *1: Nielsen Scantrack, % Value Growth, MAT to 14.09.13, Total Impulse *2: Nielsen Scantrack, % Value Growth, 473ml+ Single cans, Energy drinks, MAT to 14.09.13, Total Impulse *3: Nielsen Scantrack, AC Wtd UROS, 473ml+ Single cans, Energy Drinks, 12 wks to 14.09.13, Total Impulse *4: Nielsen Scantrack, Value Sales, Low Calorie Energy Drinks, MAT to 14.09.13, Total Impulse