Rockstar Energy has launched a convenience exclusive flavour.
Limited edition Rockstar Energy Blood Orange Zero Sugar has debuted in the brand’s new 330ml “slim can” with a £1 PMP.
The NPD was designed to broaden appeal and bring new shoppers into the category, by targeting non-traditional energy drinkers with a “more accessible option”, said the Carlsberg Britvic-owned brand.
Initially launching exclusively into c-stores, blood orange taps into a “popular summer flavour”.
The “slim can” offers a more “approachable size” for those entering the category, compared to the larger 500ml format, said Rockstar.
The new flavour innovation joins others such as Strawberry & Lime, Blueberry and Peach in the new 330ml range.
All 330ml lines would be supported with a high-impact national activation landing across the summer, added Rockstar.
“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,” said Ben Parker, vice president sales off-trade at Carlsberg Britvic.
“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.”
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