Rockstar Energy has added a Blueberry variant to its no-sugar range.
The on-trend flavour rolls out from mid-March in 500ml cans, both plain and priced-marked at £1.29.
Its subtle taste is designed to recruit older consumers to the category, while retaining Rockstar’s core 18-35 fan base.
The launch will be supported by out-of-home media, sampling, in-store activity, and a strategic combination of PR and influencer initiatives.
Berry stimulants are now worth £67.6m a year and growing at 85% year. No-sugar stimulants are growing twice as fast as standard variants across all flavours.
Ben Parker, Britvic’s Retail Commercial Director, commented: “No Sugar Blueberry allows retailers to strengthen their energy range and capture the attention of even more shoppers in-store. Providing a flavoursome, non-sugar choice is key to making the most of the category, which shows no signs of slowing down. No Sugar Blueberry not only delivers an interesting and in-demand flavour, but also offers shoppers great value.”
