• Product: Rockstar Energy Blood Orange Zero Sugar
• Supplier: Carlsberg Britvic
• RRP: £1 PMP (330ml can)
• Available: now

Rockstar Energy has unveiled a new limited-edition flavour: Rockstar Energy Blood Orange Zero Sugar, available in a 330ml £1 price-marked pack (PMP) can.

The launch taps into the popularity of citrus flavour, which is worth more than £45m. The 330ml slim can also addresses accessibility issues around the larger 500ml format, which can be a barrier to purchase, especially for new energy drink buyers, said the supplier. The launch is supported with a high-impact national activation across the summer.

Trip unveils new limited-edition flavour

Ben Parker, VP Sales Off-Trade, Carlsberg Britvic, said: “We have identified that there is a job to be done in recruiting new consumers to this category. Currently, there are some barriers when it comes to people picking up an energy drink, so we have made a more accessible format to attract new shoppers who might not have previously considered Rockstar Energy. 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. Paired with the new 330ml £1 PMP can, 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.”

Retailers can sign up to Carlsberg Britvic’s At Your Convenience platform to be the first to know about a free trial and claim their POS kit.

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