Britvic has announced that its Rockstar energy drink brand is reducing the sugar content across its core range to make it compliant with the government’s upcoming legislation on goods high in fat, salt and sugar (HFSS).

The updated range will have less than 4.5g of sugar per 100ml and will start rolling out from mid-March. Updated varieties include: Original, Punched Tropical Guava, XDurance Blueberry Pomegranate Acai, Juiced El Mango, Juiced Tropical Punch and Juiced Tropical Orange Passion Fruit.

Britvic to relaunch Rockstar Energy and reformulate Original Flavour

Britvic hopes the change will attract new shoppers to the brand who were previously reluctant to try high-sugar energy drinks.

Phil Sanders, out-of-home commercial director at Britvic, said: “When it comes to energy drinks, 44% of non-buyers state the reason they don’t buy into the category is that they contain too much sugar. Through this move, we are aiming to encourage continued growth within the category by energising those health-conscious consumers and meeting even more energy needs.

“We want to show our support for convenience retailers of all store sizes by directly responding to the needs of their shoppers who can now enjoy lower-sugar versions of the drinks they know and love, without having to compromise on taste.”

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