Rockstar Energy is expanding its range with the launch of two refreshing, zero-sugar flavours, Rockstar Refresh Strawberry & Lime and Watermelon & Kiwi.
Rockstar Refresh Strawberry & Lime and Watermelon & Kiwi provide delicious refreshing flavours with a crisp finish, high in vitamin C*, zero-sugar and only 21 calories per can. Offering more choices for consumers, Rockstar Energy is well placed to tap into increased consumer demand for lower sugar options, as part of Britvic’s Healthier People sustainability agenda, and help drive sales for retailers.
Strawberry & Lime will be hitting Tesco shelves from the beginning of March 2023 (RRP: £1.35) and will roll out wider in April. Watermelon & Kiwi will also be available across all channels from April 2023 in a price-marked-pack (PMP) format (RRP: £1.29). With 66.9% of sales in the convenience channel now going through as PMP[1], Rockstar Watermelon & Kiwi PMP is set to drive impulse purchases and bring new shoppers into the category.
Ben Parker, Retail Commercial Director at Britvic, said: “Consumers are on the lookout for healthier drinks choices that don’t compromise on taste. Rockstar Refresh is an invigorating new energy drink with refreshing flavours that defies energy drink taste expectations. The new range has performed well in consumer testing (with 56% saying it improved their perception of the brand[2])”.
To support the launch, Rockstar Energy will be launching an above the line campaign with out of home media, PR, instore and digital campaigns from May. From February, the brand will be handing out over four million free cans across 10 city centres, throughout the year, showcasing all the bold flavours Rockstar has to offer, to attract more consumers to the category.
[1] IRI – Total Convenience – Total Stimulants Immediate Consumption PMP – Britvic Defined – Value Sales of PMP as a % of Total Stimulants IC Value Sales – 52WE 23/10/22 vs 52WE 24/10/21
[2] Nielsen Consumer Testing, 2021
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