Barr Soft Drinks is targeting morning consumption with the launch of the Rockstar First Start energy drink, which combines natural caffeine with fruit juice.

It comes in two flavours: Mixed Berries and Orange Clementine. The drinks, which contain no added sugar, provide a much-needed morning boost, with fruit juice (5%) and caffeine from natural sources and less than 30 calories per can.

"Rockstar has a track record of bringing successful innovation to the UK energy drinks market and shoppers have always responded well to the brand’s new flavours and concepts," says Adrian Troy, marketing director at Barr Soft Drinks.

"We’ve identified a significant growth opportunity for energy drinks as part of the morning routine. There is also an opportunity to broaden the usage in the market beyond the young adult male base, to bring in both older consumers and female shoppers. Rockstar First Start meets these needs, delivering that sought-after energy boost in a great tasting, low calorie soft drink. With low-calorie variants driving growth three times faster than regular variants, we are confident that this new addition will drive incremental sales."

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