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A-Brands

Coca-Cola Announces Plans To Discontinue Energy Drink In North America

By Steve Wynne-Jones
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The Coca-Cola Company has announced plans to discontinue its energy drink, Coca-Cola Energy, in North America, a product it launched with fanfare last year as it sought to embrace new beverage categories.

"Our strategy is focused on scaling big bets across a streamlined portfolio," a company spokeswoman said. "As we scale our best innovations quickly and effectively like AHA and Coca-Cola with Coffee, we need to be disciplined with those that don't get the traction required for further investment."

Coca-Cola Energy will remain on shelves in other parts of the world, it noted.

Coca-Cola plans to streamline operations and focus on its fast-moving beverages as consumers pick up more of its traditional sodas and flavoured sparkling waters as they come out of the pandemic.

Coca-Cola still holds a majority stake in Monster Beverage Corp, one of the top energy drink makers in the United States.

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PepsiCo Puchase

Rival PepsiCo, in the meantime, has ramped up its presence in the category with the purchase of Rockstar Energy, launch of fruity flavors of Mountain Dew and a new version targeting morning consumers.

Last Thursday, PepsiCo unveiled an advertisement to promote its new drink Mtn Dew Rise Energy featuring NBA star LeBron James, a former Coca-Cola endorser for nearly two decades.

Coke Energy, made with guarana extracts and B-vitamins, was launched in the United States early last year in different flavors, packaged in a sleek case to attract its young clientele. It had a higher caffeine dose and cost more than a regular can of soda.

Chief executive James Quincey has earlier said the company is focused on actively transitioning brands to more "powerful" trademarks using a phased approach and is maximizing shelf space with new product launches to drive growth.

News by Reuters, edited by ESM. For more A-Brands stores, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.

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