Talking Retail Grocery and product news for independent retailers
Rockstar Original No Sugar will roll-out this summer in 500ml cans, retailing at £1.19, followed by a plain four-pack launching in October.
The launch will be supported by a “Life is your stage” brand platform, including a digital campaign, in-store and out-of-home advertising and digital POS.
Rockstar said stimulants are the number one growth segment in convenience and low calorie variants have been growing ahead of full-sugar drinks.
It said 27% of people actively reducing their sugar intake, making no-sugar a key area of growth for the stimulants category.
Phil Sanders, out-of-home commercial director at brand owner Britvic, said: “When purchasing energy drinks, taste and functional benefits are the key criteria consumers consider when making their selection.
“Rockstar Original No Sugar ticks both these boxes, offering the same much-loved flavour and added benefits of Rockstar Original, without the sugar.
“Value for money is also a key priority for shoppers in the current climate.
The price-marked format was developed with the convenience channel in mind, to support independent retailers in clearly demonstrating every day value to their customers, helping to encourage purchase.”
