Rockstar Blood Orange Zero Sugar has been launched in the UK as a limited time offering that’s formulated with newcomers to the category in mind to help catch their attention in-store this summer. The energy drink flavor is an exclusive to the convenience store channel and boasts a zero sugar formula that’s packed with bright citrus flavor in every sip. The drink is priced at £1 and comes in a 330ml can, which are two details specifically targeted towards curious consumers who haven’t tried energy drinks yet.

VP Sales Off-Trade at Carlsberg Britvic Ben Parker commented on the Rockstar Blood Orange Zero Sugar saying, “We have identified that there is a job to be done in recruiting new consumers to this category. Currently, there are some barriers when it comes to people picking up an energy drink, so we have made a more accessible format to attract new shoppers who might not have previously considered Rockstar Energy.”