IRI Reveals its Top C-Store Brands for 2016

Woman shopping

IRI has unveiled the most successful consumer packaged goods launches for 2016.

In the convenience-store arena, median year-one sales across the top 10 IRI New Product Pacesetters were $23.4 million, demonstrating the power behind consumers’ ongoing quests for healthy and indulgent personalized experiences.

“Personalization is perhaps the most talked about, and desired, phenomenon in marketing today,” said Susan Viamari, vice president of Thought Leadership for Chicago-based IRI. “Products that are delivering small and powerfully targeted solutions that grab consumers’ attention and make them feel and look great are resonating and are making a huge impact.”

While health and wellness brands continue to dominate, four of the top 10 c-store brands (based on total year-one dollar sales) were energy drinks. Granted, they too were boasting qualities such as zero sugar and zero calories.

Click through to discover which brands were tops …  

1. DairyPure


Brand: DairyPure

Total year-one dollar sales: $385.9 million

DairyPure milk from Dallas-based Dean Foods is backed by a “Five-Point Purity Promise,” which means the milk does not contain artificial growth hormones; is tested for antibiotics; is continually quality tested to ensure purity; comes from cows fed a healthy diet; and is cold-shipped fresh from local dairies. Other DairyPure products include creamers and sour cream.  

2. Red Bull The Summer Edition

Red Bull The Summer Edition

Brand: Red Bull The Summer Edition

Total year-one dollar sales: $149.0 million

The Summer Edition from Santa Monica, Calif.-based Red Bull was launched last year as a limited-edition offering. It was well-received, and the kiwi-flavored drink returned as a permanent SKU in January 2017 as the Red Bull Green Edition

3. Quest Bar

Quest Bar

Brand: Quest Bar

Total year-one dollar sales: $78.4 million

Los Angeles-based Quest Nutrition offers Quest Bars in more than a dozen flavors, including Mocha Chocolate Chip, Blueberry Muffin, Cookies & Creams, Mint Chocolate Chunk and Strawberry Cheesecake. Each flavor has 20 or more grams of protein. 

4. Nut Harvest

Nut Harvest

Brand: Nut Harvest

Total year-one dollar sales: $60.2 million

Nut Harvest is a brand of on-the-go nuts and nut mixes from Plano, Texas-based Frito-Lay. Varieties within the brand include Butter Toffee Dark Chocolate Almonds, Crunchy Protein Peanuts in Honey Barbecue and Salted Caramel flavors, Deluxe Mixed Nuts and Toffee Glazed Nut Mix. 

5. BodyArmor


Brand: BodyArmor

Total year-one dollar sales: $55.0 million

BodyArmor is a sports drink that combines electrolytes, antioxidants and vitamins for ultimate nutrition and hydration. Flavors available include fruit punch, orange mango, strawberry banana and grape. Each flavor is made with natural sweeteners and coconut water. The company is based in New York. 

6. Rockstar Boom

Rockstar Boom

Brand: Rockstar Boom

Total year-one dollar sales: $53.3 million

Rockstar Boom from Las Vegas-based Rockstar Energy is an energy drink that features whipped and blended flavors. Two varieties are available: Orange and Strawberry. Both varieties come in 16-ounce cans, and is the first of two Rockstar energy drinks to make IRI’s list of top convenience-store brands.


7. Rockstar Freeze

Rockstar Freeze

Brand: Rockstar Freeze

Total year-one dollar sales: $51.7 million

Also available in 16-ounce cans, Rockstar Freeze comes in two flavors: Frozen Watermelon and Frozen Lime. The drinks provide a “cooling sensation,” according to the company. 

8. Not Your Father's Root Beer

Not Your Father's Root Beer

Brand: Not Your Father’s Root Beer  

Total year-one dollar sales: $44.2 million

Not Your Father’s Root Beer is a hard soda from Small Town Brewery, Wauconda, Ill. With an ABV of 5.9%, the beverage features hints of sarsaparilla, wintergreen, anise, vanilla and other spices. Not Your Father’s Root Beer is distributed by Los Angeles-based Pabst Brewing Co.

9. Monster Energy Ultra Black

Monster Energy Ultra Black

Brand: Monster Energy Ultra Black  

Total year-one dollar sales: $39.5 million

Ultra Black is a crisp, slightly sweet energy drink from Monster Energy, Corona, Calif. This limited-edition variety features hints of cherries and contains zero calories and zero sugar. 

10. Amp Energy Zero

Amp Energy Zero

Brand: Amp Energy Zero

Total year-one dollar sales: $25 million

Amp Energy Zero in Watermelon and Blueberry White Grape flavors is an energy drink that contains zero sugar. These varieties from Purchase, N.Y.-based PepsiCo are available in 16-ounce cans.