Rockstar Energy has launched a new summer proposition: Blood Orange Zero Sugar, a sugar-free energy drink with blood orange flavor. This limited launch comes in an innovative format: a stylized 330 ml can with a marked price of £1, available since last June exclusively in the convenience channel in the United Kingdom.
The brand seeks to expand its audience, attracting consumers who do not usually opt for energy drinks, offering a smaller and more accessible format that breaks with the traditional 500 ml container. The commitment to lighter and citrus flavors—such as this new variety, inspired by summer flavors that already generate more than 45 million pounds in sales—responds to the trend of less intense energy products.
Ben Parker, Vice President of Off-Trade Sales at Carlsberg Britvic, highlighted that the objective is to eliminate barriers to entry into the segment to reach new consumer profiles,
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