Britvic’s energy drink brand, Rockstar, is launching two of its top performing flavours[1], Juiced El-Mango and Tropical Punch, in a price-marked-pack (PMP) format. Designed to further drive impulse purchases and bring new shoppers into the category, the £1.29 PMP cans will be available in wholesale and convenience from early August.
Stimulant energy is the largest category in impulse[2], with stimulant shoppers spending 92% more than soft drink shoppers in OOH on average[3]. PMPs remain key for the convenience market, giving shoppers price reassurance and a greater perception of value for money – 66.9% of sales in this channel now go through as PMP, an increase from 66.0% in 2021[4]. Rockstar already offers great value to shoppers with its extensive range of flavours in PMP format and Juiced El-Mango and Tropical Punch are set to drive excitement and interest by adding to the range.
With HFSS legislations on the horizon, Rockstar recently announced a reduction in the sugar content across its range of energy drinks to be fully HFSS compliant, including Juiced El-Mango and Tropical Punch. Rockstar is making itself even more reliable and steadfast for retailers who will be able to continue growing energy drink sales through high-impact merchandising and promotions even once the legislation comes into effect.
Ben Parker, Retail Commercial Director at Britvic, comments: “Nine out of 10 shoppers say taste is the most important consideration when buying a soft drink[5], so flavours, in particular, are important for piquing shoppers’ interest and generating excitement in the category. As a trusted and recognisable brand, the Rockstar range comes in a variety of great-tasting flavours, and also offers the functional benefits needed for consumers to keep their energy levels up. The addition of Juiced El-Mango and Tropical Punch in a PMP format will offer shoppers price reassurance and a greater perception of value for money”.
Rockstar Juiced El-Mango and Tropical Punch PMP (£1.29) will be available in wholesale and convenience from early August. The rollout of the range will be supported by in-depot activations, retailer POS and field support.
[1] NielsenIQ RMS, Grocery Mults, Volume share of brand sales, Britvic Defined, MAT to 25.06.22 – 64% of brand volume
[2] NielsenIQ RMS, Total Impulse, Soft Drink segments, Britvic Defined, Value Sales MAT to 18.06.22,
[3] Kantar Worldpanel OOH Panel, All Stores, Stimulants versus Soft Drinks, Britvic-defined, average spend in GBP, 52we 15-May-2022
[4] IRI – Total Convenience – Total Stimulants Immediate Consumption PMP – Value Sales of PMP as a % of Total Stimulants IC Value Sales – 52WE 26/06/22 vs 52WE 27/06/21.
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