Rockstar Energy has launched Rockstar Energy Blood Orange Zero Sugar – a limited-edition flavour in a new 330ml £1 price-marked pack (PMP) can.
The latest format and flavour is designed to broaden the energy drink’s appeal and bring new shoppers into the category by targeting non-traditional energy drinkers with a “more accessible option”.
The Blood Orange variant is launching initially as an exclusive to the convenience channel and taps into a popular summer flavour and a key stimulant flavour, with citrus worth more than £45m.
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 stated that the more approachable size and value price point aim to appeal to those looking to try something.
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 will join Strawberry & Lime, Blueberry, and Peach in the new 330ml line-up, supported by a national marketing campaign across the summer.
