AG Barr is building on the success of Rockstar Xdurance with the launch of new Xdurance Electric Fruits.

Since launching in August 2011, Rockstar Xdurance Blue has seen sales of more than £40m and is currently the UK’s fastest selling big can flavoured energy drink (Nielsen Scantrack, UROS, MAT to 24.05.14, Total Impulse).

“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 Xdurance Electric Fruits will offer fans an exciting new flavour as well as attracting new shoppers to the brand.”

New Rockstar Xdurance Electric Fruits performed well in consumer taste tests, said Troy, with 76% of consumers saying they would buy the product.

“Consumers are constantly seeking exciting new flavours when it comes to energy. “Rockstar Xdurance is the fastest selling big can energy flavour and we are now building on this success with another variant. Rockstar Xdurance Electric Fruits will be popular with shoppers, so we recommend that retailers stock up to make the most of this incremental sales opportunity.”

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