Barr launches performance drink Rockstar XD POWER
Barr Soft Drinks is aiming to tap into growing consumer interest in energy drinks with additional functional benefits with the launch of Rockstar XD POWER.
Available in two variants, Blue Raz and Hardcore Apple, Rockstar XD POWER comes in 500ml cans, 12 to a case. Unmarked and £1.29 price-marked cans are available.
The drink contains 200mg of caffeine per can, complemented by branched chain amino acids, which help fuel protein synthesis and muscle recovery. XD POWER also includes the signature Rockstar B Vitamin blend, which is said to directly affect energy levels and brain function. Both variants contain zero sugar and are free from artificial flavours and colours.
“The launch of Rockstar XD POWER comes as performance energy drinks with added functionality are delivering high market growth in the USA,” says Adrian Troy, Barr Soft Drinks marketing director.
“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. 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.”
Troy adds: “Sports and energy is growing at 8.6% which is significantly more than total soft drinks. This growth is being driven by big can energy which is growing at more than double the rate of mainstream energy (IRI), making it a key category for retailers.”
