The demand for energy drinks shows no signs of slowing down, with stimulants now worth £1.8 billion, growing by over 8% in the last year. To support operators in making the most of this opportunity, Rockstar Energy® is launching its latest Zero Sugar addition to its portfolio this February – Rockstar Energy® Zero Sugar Peach.
Taste and enjoyment are key factors for consumers when selecting a soft drink, making new and exciting flavour profiles key for attracting shoppers into the category. Within this, peach flavours have already seen a +153% sales increase within stimulants over the last year. Rockstar Energy® Zero Sugar Peach is strongly placed to allow outlets to tap into this trend, with the brand worth £15 million and with 93% of sales driven by flavours over the last year. Additionally, the packs will roll out with new festival themed packaging, in line with Rockstar’s ongoing partnerships with six of the UK’s most iconic Gen-Z festivals including Reading, Wireless and Parklife.
Ben Griffiths, UK Commercial Director Workplace, Education, Healthcare, Leisure & Entertainment, Carlsberg Britvic, said: “Worth £293 million across the out of home channel, energy drinks mean operators can maximise their soft drink sales with new products that attract new customers and retain existing buyers – ensuring long-term growth.
“Our new Rockstar Energy® Zero Sugar Peach innovation leans into several popular consumer trends to aid outlets in achieving this. From bold, in-demand flavours to the popularity of zero sugar variants, it is the perfect option for operators to stock to keep consumers engaged with their energy offering. What’s more, the product is launching with our new festival themed packs which will ensure striking visibility, helping to catch the consumer eye in-outlet and encourage trial for maximum energy drink sales success.”
Rockstar Energy® Zero Sugar Peach is available across the foodservice and licensed channels now, with a recommended retail price of £1.35. The launch will be supported by comprehensive marketing campaigns across digital, social media and instore, spanning February, March and April.
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