Rockstar energy is expanding with the launch of the Refresh range, in Strawberry & Lime and Watermelon & Kiwi varieties.
Both flavours will be available to convenience and wholesale from April. Strawberry & Lime will be launching initially in Tesco in March in a 500ml can with an RRP of £1.35.
Watermelon & Kiwi, meanwhile, will be available in a £1.29 price-marked pack (PMP). The supplier hopes this will drive impulse purchases, with 66.9% of stimulant sales in convenience coming from PMPs.
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The zero-sugar range is high in vitamin C and each can contains 21 calories.
Ben Parker, retail commercial director at Rockstar parent Britvic, said: “Consumers are on the lookout for healthier drinks choices that don’t compromise on taste. Rockstar Refresh is an invigorating new energy drink with refreshing flavours that defies energy drink taste expectations. The new range has performed well in consumer testing, with 56% saying it improved their perception of the brand.”
To support the launch, the supplier will hand out more than four million free cans across 10 cities throughout the year. It is also launching a campaign in May which will include outdoor, in-store and digital advertising.
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