Rockstar is reducing the sugar content across its core range of energy drinks this March, making its six bestsellers HFSS compliant six months ahead of the new legislation coming into effect. Extending the appeal of the stimulants category to health-conscious shoppers, the core Rockstar flavours will complement Rockstar Original Sugar Free, which already falls under the planned regulations.
Through Rockstar’s new recipe, the brand is making itself even more reliable and steadfast for retailers who will be able to continue growing energy drink sales through high-impact merchandising and promotions.
Ben Parker, at-home commercial director at Britvic, commented: “Since acquiring Rockstar in 2020, we have been executing an ambitious plan for the brand. This latest move aims to put us ahead of the category by introducing HFSS-compliant liquids more than six months ahead of the proposed legislative changes. Adapting our bestselling core range in this way allows us to continue supporting retailers and meeting consumer demand for lower-sugar versions of the drinks they know and love.
“Our research has shown that nine out of 10 shoppers say taste is the most important consideration when buying a soft drink[1], so this was fundamental to our decision to keep flavour the priority when formulating these new liquids. This move from Rockstar will therefore allow the brand to energise health-conscious consumers and meet even more of the energy needs we’re seeing across the category, without having to compromise on taste.”
The updated Rockstar core range (with less than 4.5g of sugar per 100ml) will start rolling out from mid-March, with a disruptive OOH advertising and social campaign for the brand following in June. The flavours available include Original, Punched Tropical Guava, XDurance Blueberry Pomegranate Acai, Juiced El Mango, Juiced Tropical Punch, Juiced Tropical Orange Passion Fruit.
[1] Independent research commissioned by Britvic, Shopper attitudes to on-the-go shopping in convenience, 2,000 shoppers surveyed, July 2021
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