Britvic is relaunching Rockstar Energy this month with a new pack design, reformulation of its original flavour, and a multipack to capitalise on increasing demand for take-home formats.

The rebrand is aimed at attracting new customers through a more premium design, with stronger flavour messaging.

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Additionally, Rockstar’s entire range will be available in a 500ml format, with the Original flavour available in a four-pack.

Britvic has also reformulated the Original flavour to add Vitamin C.

The supplier will be supporting the rebrand with a new digital campaign, in-store, out-of-home, and digital points of sale from 14 June.

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Phil Sanders, out-of-home commercial director at Britvic, said: “The impactful new look includes our price-marked-pack cans, which are essential for convenience retailers as they allow stores to offer value to their customers.

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“We have also seen more people doing their main shop at their local convenience store, so the take-home four-pack offer will allow shoppers to purchase Rockstar for drinking later too.”

The launch comes at a time when stimulants account for 78% of the total soft drinks value growth in the past three years.

The Rockstar core range includes Original, Punched Tropical Guava, Xdurance Blueberry Pomegranate Acai and Juiced Tropical Orange & Passionfruit. Its full range contains 13 flavours in total, with varieties like Baja Juiced El Mango, Punched Sour Bubble Burst and Juiced Passion Frutas.

“Choice is really important. Full-sugar products still represent the majority of this category.”