AG Barr has unveiled a new recipe for the Rockstar energy drinks in the UK that will offer consumers even more energy when opting for one of the brand's stimulating refreshments. The energy drinks will now contain 25% more caffeine, which gives each beverage 200mg per can to further enhance the energizing nature of the refreshments. The caffeine increase has been announced alongside a revamped recipe that also enhances the flavor of the drinks.
AG Barr's Marketing Director Adrian Troy spoke on the Rockstar energy drinks revamp saying, "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 We may have lost the busy morning commute, which has always been a hotspot for energy consumption, but it’s been replaced by the pressure of lockdown, juggling childcare and the need to catch up on work late into the evenings which creates the need to feel alert and awake throughout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."
What's Driving This Trend
- Increased Caffeine Beverages
- Opportunity to create energy drinks with even higher caffeine content to appeal to customers who are seeking more intense flavors and energy boosts.
- Revamped Recipe Beverages
- Opportunity to reformulate existing beverages to enhance flavor and provide an updated experience for customers.
- Energizing Refreshments
- Opportunity to develop beverages with energizing ingredients to meet the needs of busy and stressed-out customers.
Who This Affects Most
- Energy Drinks Industry
- Companies in the energy drinks industry can consider increasing the caffeine content of their products to appeal to customers' need for stronger energy boosts.
- Beverage Manufacturing Industry
- Manufacturers in the beverage industry can look into reformulating their products to improve taste, texture, and energy-boosting effects.
- Fitness and Wellness Industry
- The fitness and wellness industry can leverage the growing demand for energizing and functional beverages as a way to provide customers with products that help improve their physical and mental performance throughout the day.
