The Rockstar energy drink range has been reformulated with 25% more caffeine.
Rockstar energy CansThe new recipe will be launched across the full core range which includes its two best sellers – Xdurance and Punched – as well as the Original and SuperSours (Bubbleburst and Blue Raspberry) variants.
The drink will be available in sugar levy-free 500ml 99p can formats.
Adrian Troy, Marketing Director at A.G. Barr, said: “The Energy category has always been driven by people’s needs and there are currently big sections of society that are busier than ever before at the moment.
“We may have lost the busy morning commute, which has always been a hotspot for Energy consumption, but it’s been replaced by the pressure of lockdown, juggling childcare and the need to catch up on work late into the evenings which creates the need to feel alert and awake throughout the day.
“The improved taste and additional caffeine content and the bold new can designs will attract attention on shelf and drive trial amongst new and existing Rockstar consumers who are always looking to try something new.”
The reformulated range will be available from July.
Back in March, PepsiCo entered into an agreement to acquire the Rockstar brand for $3.85bn.
A.G. Barr has exclusive rights to produce and distribute Rockstar in the UK, Ireland and some continental European countries under a franchise agreement with the US parent company. At the time of the PepsiCo deal, the Irn-Bru maker said its Rockstar contract had “several years” remaining.