Rockstar launches original no sugar PMP for the convenience channel

This summer, Rockstar is expanding its line-up with the launch of Rockstar Original No Sugar for the convenience channel. Providing the same flavour, functional benefits and Vitamin C content of Rockstar Original, the no-sugar alternative offers customers greater choice when it comes to energy drinks.

Stimulants are the number-one growth segment in convenience, and with new offerings helping fuel growth even further, it’s an important category for retailers to buy into, says Phil Sanders, out-of-home commercial director at Britvic. Low calorie variants have been growing ahead of sugar versions, especially in the stimulants segment, and with 27 per cent of people actively reducing their sugar in-take, no sugar is a key area of growth for the stimulants category.

Rockstar Original No Sugar aims to help entice new shoppers into the segment and, available in a £1.19 price-marked 500ml format, it also supports independent retailers in driving impulse sales, as more people return to on-the-go activities with easing lockdown restrictions.

“When purchasing energy drinks, taste and functional benefits are the key criteria consumers consider when making their selection,” said Sanders. “Rockstar Original No Sugar ticks both these boxes, offering the same much-loved flavour and added benefits of Rockstar Original, without the sugar.

“Value for money is also a key priority for shoppers in the current climate. The PMP format was developed with the convenience channel in mind, to support independent retailers in clearly demonstrating every day value to their customers, helping to encourage purchase.”

The £1.19 price-marked 500ml Rockstar Original No Sugar can will be landing in convenience stores this summer. Rockstar will also be front of mind this summer via the brand’s new international platform, “Life is your stage” – which includes a digital campaign, in-store, out-of-home, and digital points of sale. A plain (non PMP) and 4-pack will also roll out in October.