AG Barr has added Rockstar XD, an energy drink range with 25% more caffeine than regular Rockstar. It also contains branched-chain amino acids – which “help fuel protein synthesis and muscle recovery”.
Both variants, Blue Raz and Hardcore Apple (rsp: £1.29/500ml), are sugar-free with 40mg of caffeine per 100ml – compared to the 32mg in 100ml of standard Rockstar.
Available from early October, XD Power “a different proposition from current energy products” said AG Barr marketing director Adrian Troy. It would “appeal to the 61% of men in the UK aged 16 to 34 who use supplements. In addition, low calorie energy is in strong double-digit growth, so we are confident Rockstar XD Power will deliver incremental category growth for retailers.”
The launch came “as performance energy drinks with added functionality are delivering high market growth in the US” Troy added.
In the UK, take-home sales of diet everyday energy drinks stand at £24m, having increased by 1.5% while full-sugar options are flat at £100.3m [Kantar 52 w/e 24 February 2019].