Britvic’s energy drink brand, Rockstar, is launching two of its top-performing flavours, Juiced El-Mango and Tropical Punch, in a price-marked-pack (PMP) format. Designed to further drive impulse purchases and bring new shoppers into the category, the £1.29 PMP cans are now available in wholesale and convenience.
Stimulant energy is the largest category in impulse, with stimulant shoppers spending 92 per cent more than soft drink shoppers in OOH on average. PMPs remain key for the convenience market, giving shoppers price reassurance and a greater perception of value for money – 66.9 per cent of sales in this channel now go through as PMP, an increase from 66 per cent in 2021. Rockstar already offers an extensive range of flavours in PMP format and Juiced El-Mango and Tropical Punch are set to drive excitement and interest by adding to it.
With HFSS legislations 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. Rockstar 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 even once the legislation comes into effect.
“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,” said Ben Parker, Retail Commercial Director at Britvic. “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”.
Rockstar Juiced El-Mango and Tropical Punch PMP (£1.29) are now available in wholesale and convenience . The rollout of the range will be supported by in-depot activations, retailer POS and field support.