AG Barr has introduced a new energy drink aimed solely at women. Rockstar Pink only contains 10 calories and has been designed to meet the need for low-calorie energy drinks.
"Many females are put off by the high sugar content of 500ml cans," commented Adrian Troy, head of marketing for AG Barr. "We are bucking the trend by addressing women’s specific energy drink requirements."
The soft drinks manufacturer believes the low-calorie energy drink category presents a huge sales opportunity, as it currently only represents 4% of the fast-growing £699m energy drinks market (Nielsen Total Take Home MAT 29.1.11 data). It is available in a flavour called Perfectberry a mix of raspberry, blueberry and strawberry, and contains caffeine, B-vitamins and ginseng.