Rockstar Original No Sugar is Rolling Out in the UK
Michael Hemsworth — July 2, 2021 — Marketing
References: rockstarenergy & talkingretail
The Rockstar Original No Sugar energy drink is being rolled out in the UK to offer consumers with a way to boost their energy, while still maintaining their dietary preferences. The energy drink will come in 500ml cans when it formally launches in October and will feature a price-marked pack (PMP) branding that costs £1.19 each. The product follows on the continued preference amongst many consumers to reduce their intake of sugar.
Out-of-Home Commercial Director at Britvic Phil Sanders spoke on the new Rockstar Original No Sugar energy drink saying, "When purchasing energy drinks, taste and functional benefits are the key criteria consumers consider when making their selection. 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 price-marked 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.”
Out-of-Home Commercial Director at Britvic Phil Sanders spoke on the new Rockstar Original No Sugar energy drink saying, "When purchasing energy drinks, taste and functional benefits are the key criteria consumers consider when making their selection. 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 price-marked 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.”
Trend Themes
1. Sugar-free Energy Drinks - Explore opportunities for the production and marketing of sugarless energy drinks to address the rising demand for healthier alternatives.
2. Price-marked Packs - Offer consumers a pocket-friendly and convenient option by creating price-marked packaging solutions for energy drinks.
3. Dietary Preferences - Create new products that cater to customer dietary preferences while still delivering the high demand that the energy drinks market has
Industry Implications
1. Soft Drinks Industry - Leverage technology and innovation to develop new sugar-free energy drinks in response to the increasing awareness of healthy dietary consumption for the health-conscious market segment.
2. Retail Industry - Produce price-marked packaging solutions for energy drinks to appeal to price-sensitive customers, especially the mass-market who usually go for cheaper and convenient options.
3. Food Manufacturing Industry - Find ways of creating new energy drinks that will cater to customers dietary preferences without compromising the original flavor or energy-boosting benefits of the product
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