AG Barr is building on the success of Rockstar Xdurance with the launch of Xdurance electric fruits. Since its launch three years ago, Rockstar Xdurance blue has seen sales of more than £40m and is currently the UK’s fastest-selling big can flavoured energy drink (Nielsen data).
"Rockstar Xdurance, which is designed to prepare consumers for extreme mental and physical performance, really strikes a chord with shoppers," said Adrian Troy, head of marketing for AG Barr. "New electric fruits will offer fans an exciting new flavour as well as attract new shoppers to the brand." He added that the flavour had performed well in taste tests with 76% of consumers saying they would buy it.