Bringing in fresh energy for the category
ENERGY drinks brand Rockstar Energy is set to play all the right notes for consumers with its new Zero Sugar Peach flavour.
Available across grocery and impulse channels now, the new variant has rolled out in both plain and price-marked 500ml cans with an RRP of £1.35 or an on-can price of £1.29 or 2 for £2.
Additionally, both formats have rolled out with new Reading and Leeds festivals themed packaging to help improve standout on shelves for the flavour and further supports the brand’s partnership with six of the UK’s biggest music festivals which also includes Wireless and Parklife.
The new launch comes at a time of peak interest in the peach flavour, says parent firm Carlsberg Britvic. The firm cited Nielsen data for the year to 18 January 2025 which found that peach flavours have already seen a massive 153% increase in sales within stimulants.
As such, Carlsberg Britvic believes it is well placed to meet this demand with a zero sugar offer in the energy drinks category, another trend with plenty of traction in the space.
The new launch will be supported by a marketing investment across digital, social media and in-store activations across February, March and April.
Ben Parker, VP of commercial off-trade at Carlsberg Britvic, 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 that flavours such as peach are favoured by lighter versus heavy energy drink buyers, so we can make stimulant products more accessible with this lauch.
“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 last 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 future-proof the category and secure long-term growth, through continuing to develop exciting flavour extensions in popular variations and formats.”
