Refresh your meal deals to increase summer spend 

Making use of meal deals can be a great way to entice customers to make impulse purchases and be a vital sales driver for convenience stores.

Reading time: 3 minutes

Summer continues to be the most important season for soft drinks from a value sales point of view, worth £903m[1]. But with rising costs in mind, value is on the radar for shoppers, with value-led messaging, promotions and loyalty programmes becoming the order of the day[2]. With 50% of impulse shoppers unsure of which brand or flavour they will choose when they enter a store, there is an opportunity to encourage trade up through more premium meal and snack deals.[3] Retailers should consider linking up key products, such as Rockstar Energy, with food, to drive sales – as energy drinks have an average price per litre of £3.17 versus a soft drink category average of £1.35 per litre[4].

Top tips

Making use of meal deals can be a great way to entice customers to make impulse purchases, and energy drinks can help within this – and be a vital sales driver for convenience stores. To help maximise retailer profitability we’ve shared our top tips below:

  • 1

    Stock low & no sugar

    Stocking low or no sugar options, such as Rockstar Refresh Strawberry & Lime and Watermelon & Kiwi, will help retailers to maximise their sales by addressing any concerns about sugar levels, while also enabling them to comply with HFSS legislations that has come into effect.

  • 2

    New flavours & variants

    Stocking a range of core stimulants flavours and new variants has been key to the success of the category. Range expansion has been vital in keeping pace with increased demand and retailers should consider stocking a selection of products and flavours to help attract new shoppers into the category.

  • 3

    Deals for all times of day

    Considering different dayparts is key to keeping your offerings relevant for shoppers throughout the day. Offering a range of lunch meal deals, snack & drink deals or breakfast deals, at different points of the day, will nudge your customers to buy soft drinks on more occasions

  • 4

    Place products appropriately

    Range products appropriately to drive awareness of the deals available, connecting products within the same promotion next to each other in-store, and in key positions. 41% of convenience store shoppers claim to have bought something because they saw it highlighted on a gondola end. [5]

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[1] IRI, Total Convenience, Total Soft Drinks, Britvic Defined, Value Sales, we 26.02.23

[2] Lumina Intelligence, Menu & Food trends report, December 2022

[3] Shoppercentric Britvic Bespoke Immediate Consumption Research December 2021

[4] NielsenIQ RMS, Total Coverage, Britvic Defined, MAT to 18/02/2023

[5] IGD April – June 2022 (weighted base 775)

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