Britvic is expanding its Rockstar Energy lineup this summer with the launch of Rockstar Original No Sugar for the convenience channel.
Launching later this summer in a 500ml, £1.19 price-marked pack (PMP), the new variety is Rockstar’s first since it underwent a rebrand back in May.
According to Britvic, stimulants are the number one growth segment in convenience, with low-calorie variants growing ahead of sugar versions.
Additionally, 27% of people are actively reducing their sugar intake.
Phil Sanders, out-of-home commercial director at Britvic, said: “When purchasing energy drinks, taste and functional benefits are the key criteria consumers consider when making their selection. Rockstar Original No Sugar ticks both these boxes, offering the same much-loved flavour and added benefits of Rockstar Original, without the sugar.
“Value for money is also a key priority for shoppers in the current climate. The PMP format was developed with the convenience channel in mind, to support independent retailers in clearly demonstrating everyday value to their customers, helping to encourage purchase.”
Britvic will be launching the flavour in non-PMP and four-pack formats in October.