Britvic’s energy drink brand Rockstar has launched two of its top-performing flavours, Juiced El-Mango and Tropical Punch, in £1.29 500ml price-marked-packs (PMPs).
The two flavours are available in wholesale and convenience now, with the rollout supported by in-depot activations, retailer POS and field support.The move is designed to further drive impulse purchases and bring new shoppers into the category, as 66.9% of sales in the soft drinks channel now come from PMPs, an increase from 66% in 2021.
“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,” Ben Parker, Retail Commercial Director at Britvic, said.
“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.”
With HFSS legislation on the horizon, Rockstar recently announced a reduction in the sugar content across its range of energy drinks to be fully HFSS compliant, including Juiced El-Mango and Tropical Punch.
