Rockstar Energy is looking to shake up the energy drinks category with the launch of Rockstar Energy Blood Orange Zero Sugar - a limited-edition flavour in a brand-new 330ml £1 price-marked pack (PMP) can.
Available from early June, the 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.
The Blood Orange variant will launch as an initial exclusive to the convenience channel and taps into a popular summer flavour with its refreshing citrus taste, and a key stimulant flavour already, with citrus worth more than £45m1.
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, said: “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 innovation will join other shopper favourites such as Strawberry & Lime, Blueberry, and Peach in the new 330ml line-up, supported with a high-impact national activation landing across the summer. Sign up to Carlsberg Britvic’s At Your Convenience platform to be the first to know about a free trial and to claim your POS kit.
1 NielsenIQ RMS, Total Coverage, Stimulants, Carlsberg Britvic Defined, Sales Value, 52wks w/e 03.05.25
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