Rockstar energises no-sugar range with Blueberry flavour

Rockstar Energy is launching a new addition to its no sugar range with Blueberry – a popular flavour with Rockstar’s signature energy boost.

The in-demand variant will be rolling out in a PMP format from mid-March across convenience and wholesale. It will broaden the brand’s appeal by offering a further no-sugar option, and the blueberry flavour is designed to appeal to even more shoppers – with a subtle taste to recruit older consumers to the category, while retaining Rockstar’s core 18-35 fan base. Berry Stimulants are now worth £67.6m a year and growing at 85% YoY, tapping into this trend, this latest addition will help retailers increase sales further.

No-sugar stimulants are growing twice as fast as standard variants. No Sugar Blueberry caters to evolving consumer preferences and the clear demand for no sugar energy drinks.

"No Sugar Blueberry allows retailers to strengthen their energy range and capture the attention of even more shoppers in-store,” said Ben Parker, Britvic’s Retail Commercial Director. “Providing a flavoursome, non-sugar choice is key to making the most of the category, which shows no signs of slowing down. Also available in a price-marked can, No Sugar Blueberry not only delivers an interesting and in-demand flavour, but also offers shoppers great value.”

The launch will be supported by out-of-home media, sampling, in-store activations, and a strategic combination of PR and influencer initiatives.

MRSP: PMP 500ml: £1.29