7th May 2021
Energy drink brand Rockstar is undergoing a major relaunch this month, with a new pack design, reformulation of its original flavour, and a multipack to capitalise on the increasing demand for take-home formats.
Acquired by PepsiCo last year and now distributed via Britvic in the UK, the brand stated that the refresh aims to recruit new shoppers into the energy drinks market by making the brand more accessible to a wider audience through a more premium offer.
Rockstar is reformulating its Original flavour to “further improve the taste” and including the additional benefit of vitamin C. The brand’s new pack redesign will include a bolder logo and sport a more premium design with stronger flavour messaging.
Soft drink value and volume sales in the licensed trade last year were just over a third of 2019 figures, while foodservice soft drinks sales fell by more than a third.
That was the stark impact of the pandemic revealed in Britvic s latest Soft Drinks Review (SDR), published earlier this week. However, the report outlined several emerging opportunities for suppliers as lockdown restrictions begin to ease.
The licensed sector lost 449.3 million litres of soft drink sales over the past year, the equivalent of 180 Olympic swimming pools and approximately 80% more than the volume sales lost in foodservice. According to the SDR, in the year to 26 December 2020, soft drinks in the sector delivered just 39.5% of the value sales and 39.4% of the volume sales achieved in 2019.
Rockstar debut’s brand new look and recipe Print
6th May 2021
Energy drink brand Rockstar is rolling out a new pack design and formulation for its Original flavour and multi-packs, to “capitalise on the increasing demand for take-home formats”.
The new formulation includes added vitamin C and will “further improve the taste”, supported by a new pack design featuring a bolder logo and more “premium” design with “strong flavour messaging”.
The brand said the design will also position Rockstar as the go-to energy drink, at a time when stimulants account for 78% of the total soft drinks value growth in the last three years.