The PMP launches come as stimulant energy is the largest soft drink segment in impulse, with stimulant shoppers spending 92% more than soft drink shoppers on average.
Additionally, 66.9% of sales come from PMPs, an increase from 66.0% in 2021.
The two new PMPs are also non-HFSS, in line with Rockstar’s reduction in the sugar content across its core range.
Ben Parker, retail commercial director at Britvic, said: “Nine out of 10 shoppers say taste is the most important consideration when buying a soft drink, so flavours, in particular, are important for piquing shoppers’ interest and generating excitement in the category.
“As a trusted and recognisable brand, the Rockstar range comes in a variety of great-tasting flavours, and also offers the functional benefits needed for consumers to keep their energy levels up. The addition of Juiced El-Mango and Tropical Punch in a PMP format will offer shoppers price reassurance and a greater perception of value for money.”
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