Rockstar is reducing the sugar content across its core range of energy drinks this March, making its six bestsellers HFSS compliant. Extending the appeal of the stimulants category to health-conscious shoppers, the core Rockstar flavours will join the majority of the line-up which already falls under the planned regulations.
Through Rockstar’s new recipe, the brand 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. With 17% of retailers already introducing more HFSS-compliant lines to prepare for the legislation,[1] Rockstar’s new liquids aim to support the channel by delivering the new liquids six months ahead time.
Phil Sanders, out-of-home commercial director at Britvic, commented: “When it comes to energy drinks, 44% of non-buyers state the reason they don’t buy into the category is that they contain too much sugar[2]. Through this move, we are aiming to encourage continued growth within the category by energising those health-conscious consumers and meeting even more energy needs.
“We want to show our support for convenience retailers of all store sizes by directly responding to the needs of their shoppers who can now enjoy lower-sugar versions of the drinks they know and love, without having to compromise on taste. In fact, maintaining the great Rockstar taste has been our priority in formulating these new liquids, with research showing that nine out of 10 shoppers say taste is the important consideration when buying a soft drink[3]. Rockstar’s 500ml formats are also well-placed to tap into retailers’ optimism around the return of food and drink to go, with a third of retailers (36%) expecting sales to grow beyond their 2019 levels in 2022[4].”
The updated Rockstar core range (with less than 4.5g of sugar per 100ml) will start rolling out from mid-March in both plain and price-marked packs, with a disruptive OOH advertising and social campaign for the brand following in June. The flavours available include Original, Punched Tropical Guava, XDurance Blueberry Pomegranate Acai, Juiced El Mango, Juiced Tropical Punch, Juiced Tropical Orange Passion Fruit – alongside Original No Sugar and Punched Sour Bubbleburst, which already fall under the HFSS restrictions.
[1] Newtrade Insight, Identifying Soft Drinks Opportunities, November 2021 (Survey of 150 convenience retailers commissioned by Britvic)
[2] Mintel, UK Sports & Energy Drinks Report, 2021
[3] Independent research commissioned by Britvic, Shopper attitudes to on-the-go shopping in convenience, 2,000 shoppers surveyed, July 2021
[4] Newtrade Insight, Identifying Soft Drinks Opportunities, November 2021 (Survey of 150 convenience retailers commissioned by Britvic)
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