Shopper demand for energy drinks shows no signs of slowing down, with stimulants now worth £1.8 billion, growing by over eight per cent in the last year. To support retailers in making the most of this opportunity, Rockstar Energy is launching its latest Zero Sugar addition to its portfolio this February – Rockstar Energy Zero Sugar Peach.
Taste and enjoyment are key factors for consumers when selecting a soft drink, making new and exciting flavour profiles key for attracting shoppers into the category. Within this, peach flavours have already seen a +153 per cent sales value increase within stimulants over the last year. Rockstar Energy Zero Sugar Peach is strongly placed to allow retailers to tap into this trend, with the brand worth £15 million and with 93 per cent 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 for striking on shelf visibility, in line with Rockstar’s ongoing partnerships with six of the UK’s most iconic Gen-Z festivals including Reading, Wireless and Parklife.
“With the stimulant energy segment outperforming the wider market in 2024, this year we want to continue the momentum through our Rockstar Energy brand,” said Ben Parker, Carlsberg Britvic’s Vice President of Commercial Off Trade. “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 per cent 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 available now 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. Rolling out in 500ml plain and price-marked packs, the launch will be supported by comprehensive marketing campaigns across digital, social media and instore, spanning February, March and April.
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