Rockstar Energy® is launching a new addition to its no sugar range with Blueberry – a popular flavour with Rockstar’s signature energy boost.
The in-demand variant[1] will be rolling out in a PMP format from mid-March across ,convenience and wholesale. It will broaden the brand’s appeal by offering a further no sugar option, and the blueberry flavour is designed to appeal to even more shoppers – with a subtle taste to recruit older consumers to the category, while retaining Rockstar’s core 18-35 fan base. Berry Stimulants are now worth £67.6m a year and growing at 85% YoY[2] , tapping into this trend, this latest addition will help retailers increase sales further.
No sugar stimulants are growing twice as fast as standard variants[3]. No Sugar Blueberry caters to evolving consumer preferences and the clear demand for no sugar energy drinks.
Ben Parker, Britvic’s Retail Commercial Director, said: “No Sugar Blueberry allows retailers to strengthen their energy range and capture the attention of even more shoppers in-store. Providing a flavoursome, non-sugar choice is key to making the most of the category, which shows no signs of slowing down. Also available in a price-marked can, No Sugar Blueberry not only delivers an interesting and in-demand flavour, but also offers shoppers great value.”
The launch will be supported by out-of-home media, sampling, in-store activations, and a strategic combination of PR and influencer initiatives.
[1] NielsenIQ RMS, Total Coverage GB (excluding discounters), Berry flavoured Stimulants, Britvic Defined, Values Sales % Change, MAT to 30.12.23
[2] NielsenIQ RMS, Total Coverage GB (excluding discounters), Berry flavoured Stimulants, Britvic Defined, Values Sales % Change, MAT to 30.12.23
[3] NielsenIQ RMS, GB Britvic Total Coverage excluding Discounters, Stimulant Drinks – Low sugar vs standard, Britvic Defined, MAT to 03.02.24
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