Barr Soft Drinks is launching Rockstar First Start, a new energy drinks range combining natural caffeine and real fruit juice.
Rockstar First Start comprises two flavours - Mixed Berries and Orange and Clementine - and is aimed at morning consumption occasions, which are currently an untapped area for the energy drinks market.
The products - which contain no added sugar - provide a much-needed morning boost, with a combination of fruit juice (5%) and caffeine from natural sources and less than 30 calories per can.
Adrian Troy, Marketing Director at Barr Soft Drinks, said, “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.
“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.'