Energy drink brand Rockstar is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s ‘£2 for £2’ PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.
Stimulant energy drinks are growing by 5.8% year on year and are adding the most value (£50.3m) to convenience. The brand noted that PMPs play a key role in communicating value to consumers, with 51% of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar’s new multibuy PMP is expected to help boost sales and drive basket spend for retailers.
Ben Parker, Commercial Director, Britvic, said: “Our new multibuy ‘2 for £2’ PMP comes at an ideal time to help retailers capitalise on the strong sales performance of energy drinks. With stimulant energy now the number one soft drink segment in convenience, it is more important than ever for us to support the channel by offering products that meet the high demand for energy drinks and provide value. With flavours and no sugar driving the category forward, growing 8.3% and 3.9% respectively, the new PMP makes Rockstar Energy the go-to choice for every energy fan.”
The new PMP will roll out across the brand’s entire range, including Tropical Guava, Blueberry Pomegranate, Mango, and several Zero Sugar options, including Blueberry, Watermelon & Kiwi, and Strawberry & Lime. It will be available across convenience and wholesale in the new year in conjunction with an existing £1.29 PMP offer.
NAM Implications:
- Perfectly tailored for convenience.
- Especially frequent energy drink buyers.
- With a multibuy extra to add impetus.
- As always, the final test will be via repeat sales.
