Rockstar Energy has added a Zero Sugar Peach flavour to its portfolio. The move comes as shopper demand for energy drinks shows no signs of slowing, with stimulants now worth £1.8bn having grown by over 8% in the last year.
The brand noted that taste and enjoyment are important factors for consumers when selecting a soft drink, making new flavour profiles key for attracting shoppers into the category. Within this, peach flavours have already seen a 153% sales value increase within stimulants over the last year. Rockstar Energy Zero Sugar Peach is aimed at allowing retailers to tap into this trend, with the brand worth £15m and 93% of sales driven by flavours over the last year.
Additionally, as price-marked packs continue to provide retailers with a value proposition, the innovation joins Rockstar Energy’s 500ml price-marked packs and two for £2 portfolios. Both the price-marked and plain packs will roll out with new festival-themed packaging in line with Rockstar’s ongoing partnerships with six of the UK’s main Gen-Z festivals, including Reading, Wireless and Parklife.
Ben Parker, Carlsberg Britvic’s VP of Commercial Off Trade, said: “With the stimulant energy segment outperforming the wider market in 2024, this year we want to continue the momentum through our Rockstar Energy brand. However, we also want to ensure that we are recruiting new people into the market and appealing to a wider group of shoppers to really maximise retailers’ energy sales success in 2025. We know that flavours such as peach are favoured by lighter versus heavy energy drink buyers, so we can make stimulant products more accessible with this launch.
“We have also seen a growing consumer preference for zero sugar options over the last few years, which has led to low calorie offerings seeing a growth of +248% in the last four years. New product developments are crucial to this growth, presenting a strong opportunity for retailers to leverage this with our latest launch. Through tapping into a variety of trends, the launch ultimately aims to futureproof the category and secure long-term growth, through continuing to develop exciting flavour extensions in popular variations and formats.”
Rockstar Energy Zero Sugar Peach is rolling out across the grocery and impulse channels in both plain and price-marked packs, with recommended retail prices of £1.35 and £1.29 or two for £2. The launch will be supported by marketing campaigns across digital, social media and instore, spanning February, March and April.
