Rockstar Refresh

Rockstar Energy is expanding its range with the launch of zero sugar Rockstar Refresh in Strawberry & Lime and Watermelon & Kiwi flavours.

Rockstar Refresh is high in vitamin C, zero-sugar and only 21 calories per can. Offering more choices for consumers, Rockstar Energy is well placed to tap into increased consumer demand for lower sugar options, as part of Britvic’s Healthier People sustainability agenda, and help drive sales for retailers.

Strawberry & Lime (rrp £1.35) will be hitting Tesco shelves from the beginning of March 2023 before rolling out to the wider market in April. Watermelon & Kiwi (rrp £1.29) will be available across all channels from April 2023 in a price-marked-pack (PMP) format. With 66.9% of sales in the convenience channel now going through as PMP (IRI), Britvic claims Rockstar Watermelon & Kiwi PMP is set to drive impulse purchases and bring new shoppers into the category.

To support the launch, Rockstar Energy will be launching an above the line campaign with out of home media, PR, instore and digital campaigns from May.

From February, the brand will be handing out over four million free cans across 10 city centres, throughout the year, showcasing all the bold flavours Rockstar has to offer, to attract more consumers to the category.

Ben Parker, retail commercial director at Britvic, said: “Consumers are on the lookout for healthier drinks choices that don’t compromise on taste. Rockstar Refresh is an invigorating new energy drink with refreshing flavours that defies energy drink taste expectations. The new range has performed well in consumer testing (with 56% saying it improved their perception of the brand [Nielsen]”.