Rockstar Energy has a new Blood Orange Zero Sugar variety – a limited-edition in a 330ml £1 price-marked pack (PMP) can initially launched exclusively to the convenience sector.
This latest format and flavour is designed to broaden appeal and bring new shoppers into the category, by targeting non-traditional energy drinkers with a more accessible option.
Debuting in a new 330ml slim can, the brand is looking to address a common barrier to entry for new energy drink buyers – the larger 500ml format. Rockstar Energy can now offer a more approachable size and good value price point for those looking to try something new, representing a different, yet affordable on-the-go option for consumers.
Ben Parker, VP sales off-trade, Carlsberg Britvic, says: “We have identified that there is a job to be done in recruiting new consumers to this category. Currently, there are some barriers when it comes to people picking up an energy drink, so we have made a more accessible format to attract new shoppers who might not have previously considered Rockstar Energy.
“We have already started to produce lighter, refreshing flavours that aren’t your traditional energy drink options, such as Peach earlier this year. We are continuing in this direction with Blood Orange which we’re sure will turn heads with its punchy citrus taste. Paired with the new 330ml £1 PMP can, we believe it will appeal to both new shoppers and those loyal Rockstar Energy fans who are looking for the next big flavour from us.”
The new flavour will join Strawberry & Lime, Blueberry and Peach in the new 330ml line-up, supported with high-impact national activation across the summer.
