UK | Rockstar Energy has shaken up the energy drinks category with the launch of Rockstar Energy Blood Orange Zero Sugar.
This limited-edition flavour is available in a brand-new 330ml can, designed to broaden appeal and attract new shoppers to the category by offering a more accessible option for non-traditional energy drinkers.
The Blood Orange variant will launch as an initial exclusive to the convenience channel, tapping into a popular summer flavour with its refreshing citrus taste and a key stimulant flavour.
Debuting in a new 330ml slim can, the brand is looking to address a common barrier to entry for new energy drink buyers – the larger 500ml format.
Rockstar Energy can now offer a more approachable size and good value price point for those looking to try something new, representing a different, yet affordable on-the-go option for consumers.
"We have identified that there is a job to be done in recruiting new consumers to this category. Currently, there are some barriers to people picking up an energy drink, so we have created a more accessible format to attract new shoppers who might not have previously considered Rockstar Energy," said Ben Parker, VP Sales Off-Trade, Carlsberg Britvic.
"We have already started to produce lighter, refreshing flavours that aren’t your traditional energy drink options, such as Peach earlier this year. We are continuing in this direction with Blood Orange, which we’re sure will turn heads with its punchy citrus taste. We believe it will appeal to both new shoppers and those loyal Rockstar Energy fans who are looking for the next big flavour from us.”
The new flavour innovation will join other shopper favourites such as Strawberry & Lime, Blueberry, and Peach in the new 330ml line-up, supported by a high-impact national activation.
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