Rockstar adds Zero Sugar Peach to line-up

• Product: Rockstar Energy Zero Sugar Peach
• Supplier: Carlsberg Britvic
• RRP: £1.35 (plain), £1.29 (PMP), 2 for £2 (PMP)
• Available: now

Carlsberg Britvic is expanding its Rockstar Energy Zero Sugar range with the launch of a Peach variety.

According to the supplier, peach flavours have seen a 153% sales value increase within stimulants over the past year.

The new variety joins the range’s recently launched ‘2 for £2’ price-marked pack (PMP) offer, and is also available as a plain pack.

It has festival-themed packaging for on-shelf visibility, aligning with Rockstar’s ongoing partnerships with six music festivals including Reading, Wireless and Parklife.

Rockstar launches ‘2 for £2’ PMP offer

Ben Parker, Carlsberg Britvic’s vice president of commercial off trade, said: “With the stimulant energy segment outperforming the wider market in 2024, this year we want to continue the momentum through our Rockstar Energy brand. However, we also want to ensure that we are recruiting new people into the market and appealing to a wider group of shoppers, to really maximise retailers’ energy sales success in 2025. We know flavours such as peach are favoured by lighter versus heavy energy drink buyers, so we can make stimulant products more accessible with this launch.

“We have also seen a growing consumer preference for zero-sugar options over the last few years, which has led to low calorie offerings seeing a growth of 248% in the past four years. New product developments are crucial to this growth, presenting a strong opportunity for retailers to leverage this with our latest launch. Through tapping into a variety of trends, the launch ultimately aims to futureproof the category and secure long-term growth, through continuing to develop exciting flavour extensions in popular variations and formats.”

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