Rockstar Energy expands with Refresh range of two no-sugar flavours

Rockstar Energy is expanding its range with the launch of two refreshing, zero-sugar flavours, Rockstar Refresh Strawberry & Lime and Watermelon & Kiwi.

Rockstar Refresh Strawberry & Lime and Watermelon & Kiwi provide delicious refreshing flavours with a crisp finish, high in vitamin C, zero-sugar and only 21 calories per can. Offering more choices for consumers, Rockstar Energy is well placed to tap into increased consumer demand for lower sugar options, as part of Britvic’s Healthier People sustainability agenda, and to help drive sales for retailers.

Strawberry & Lime (RRP: £1.35) will be hitting shelves in April. Watermelon & Kiwi will also be available across all channels from April 2023 in a price-marked-pack (PMP) format (RRP: £1.29). With 66.9 per cent of sales in the convenience channel now going through as PMP, Rockstar Watermelon & Kiwi PMP is set to drive impulse purchases and bring new shoppers into the category.

“Consumers are on the lookout for healthier drinks choices that don’t compromise on taste. Rockstar Refresh is an invigorating new energy drink with refreshing flavours that defies energy drink taste expectations," said Ben Parker, Retail Commercial Director at Britvic. "The new range has performed well in consumer testing (with 56 per cent saying it improved their perception of the brand)”.

To support the launch, Rockstar Energy will be launching an above the line campaign with out of home media, PR, instore and digital campaigns from May. From February, the brand will be handing out over four million free cans across 10 city centres, throughout the year, showcasing all the bold flavours Rockstar has to offer, to attract more consumers to the category.