ENERGY drinks brand Rockstar is targeting women with the launch of a new low-calorie flavour.
Rockstar Pink is a sugar-free alternative to regular energy drinks and contains ten calories per 355ml can.
AG Barr’s head of marketing Adrian Troy described it as “the perfect choice for active women looking for an incredible energy boost without the associated calories”.
The firm is keen to exploit the potential in the low-calorie energy market, as figures suggest the category represents just 4% of the total energy market.
Rockstar Pink’s ‘perfectberry’ flavour is a blend of raspberry, blueberry and strawberry, which also contains caffeine, B-vitamins and Ginseng.
AG Barr is supporting the launch with sampling at events as well as sponsorship of female extreme sports stars.
“We are bucking the trend by addressing women’s specific energy drink requirements,” said Troy.
“As well as boasting energy-boosting properties, Rockstar Pink is refreshing and delicious, meaning consumers will choose it for its taste as well as its functionality.
“It is suited to a long list of usage occasions, ranging from a pre or post-workout boost to a girls’ night in or out.”
AG Barr markets and distributes Rockstar in the UK on behalf of brand owner Rockstar Inc.
The Irn-Bru owner calculates that the brand is now worth £12.5m in Britain.