Rockstar Pink contains 10 calories, less than the majority of the leading energy drinks in the market, and will carry distinctive pink and black branding.
The launch of Rockstar Pink will be backed by a major marketing campaign, including sponsorship of female extreme sports stars and sampling at women’s sports events.
The low calorie energy drink category represents 4% of the £699m energy market, according to Nielsen Scantrack. The take-home glucose stimulant drinks sector grew in volume by 19% last year, according to the Britvic Soft Drinks Report.
Rockstar Pink is the latest addition to the Rockstar energy drink range, which is valued at £12.5m
Adrian Troy, AG Barr’s head of marketing, says many females are put off by the high sugar content of 500ml cans, so the product was designed to be low calorie and in smaller packaging.
He adds: “We are bucking the trend by addressing women’s specific energy drink requirements…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.”
The drink’s flavour is a blend of raspberry, blueberry and strawberry. It contains caffeine, B vitamins and ginseng.
Britvic announced the launch of PepsiCo’s natural energy drink SoBe Pure Rush into the UK market in February, aiming to bring new consumers into the stimulant energy drinks category.