This summer, Rockstar is expanding its line-up with Rockstar Original No Sugar for the convenience channel. The 500ml can is pricemarked at £1.19 and provides the same flavour, functional benefits and Vitamin C content as Rockstar Original without the sugar. A plain (non PMP) and 4-pack will also roll out in October.
Stimulants are the number one growth segment in convenience [IRI, Total Convenience, Value Sales, 52 weeks to 28.03.21], and with new offerings helping fuel growth even further, it’s an important category for retailers to buy into. Low calorie variants have been growing ahead of sugar versions, especially in the stimulants segment [Nielsen Scantrack, Total Coverage, Low Calorie Stimulants, Value L3yrs MAT 05.01.19 to 02.01.21], and with 27% of people actively reducing their sugar in-take [IGD ShopperVista Health, Nutrition and Ethics Monthly Shopper Update, January 2021], no sugar is a key area of growth for the stimulants category.
Phil Sanders, out-of-home commercial director at Britvic, said: “When purchasing energy drinks, taste and functional benefits are the key criteria consumers consider when making their selection [MMR Rockstar benefits hierarchy, UK data MMR, Sept 2020]. 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 PMP format was developed with the convenience channel in mind, to support independent retailers in clearly demonstrating everyday value to their customers, helping to encourage purchase.”
Rockstar will be front of mind this summer, through the brand’s new international platform ‘Life is your stage’ – which includes a digital campaign, in-store, out-of-home, and digital points of sale.