Rockstar has announced a recipe reformulation across its core range of energy drinks this March by reducing the sugar content.
This would make its six bestsellers HFSS compliant, extending the appeal of the stimulants category to health-conscious shoppers, the brand said, adding that the majority of the line-up already falls under the planned regulations.
Rockstar claimed the new recipe will make itself even more reliable and steadfast for retailers who will be able to continue growing energy drink sales through high-impact merchandising and promotions. With 17 per cent of retailers already introducing more HFSS-compliant lines to prepare for the legislation, Rockstar’s new liquids aim to support the channel by delivering the new liquids six months ahead time.
"When it comes to energy drinks, 44 per cent of non-buyers state the reason they don’t buy into the category is that they contain too much sugar. Through this move, we are aiming to encourage continued growth within the category by energising those health-conscious consumers and meeting even more energy needs," Phil Sanders, out-of-home commercial director at Britvic, commented.
"We want to show our support for convenience retailers of all store sizes by directly responding to the needs of their shoppers who can now enjoy lower-sugar versions of the drinks they know and love, without having to compromise on taste. In fact, maintaining the great Rockstar taste has been our priority in formulating these new liquids, with research showing that nine out of 10 shoppers say taste is the important consideration when buying a soft drink.
"Rockstar’s 500ml formats are also well-placed to tap into retailers’ optimism around the return of food and drink to go, with a third of retailers (36%) expecting sales to grow beyond their 2019 levels in 2022.”
The updated Rockstar core range (with less than 4.5g of sugar per 100ml) will start rolling out from mid-March in both plain and price-marked packs, with a disruptive OOH advertising and social campaign for the brand following in June.
The flavours available include Original, Punched Tropical Guava, XDurance Blueberry Pomegranate Acai, Juiced El Mango, Juiced Tropical Punch, Juiced Tropical Orange Passion Fruit – alongside Original No Sugar and Punched Sour Bubbleburst, which already fall under the HFSS restrictions.
