Coca-Cola Takes On Red Bull With New Coca-Cola Energy
Coca-Cola has unveiled a new energy drink, Coca-Cola Energy, in the UK market, which features 'caffeine from naturally-derived sources, guarana extracts, B vitamins and no taurine', the company said.
The new variant is packaged in 250ml cans, with and without sugar, and will go on sale in late April, the beverage firm said.
“Coca-Cola Energy includes ingredients from naturally-derived sources and a delicious and refreshing taste of Coca-Cola," commented Javier Meza, global chief marketing officer, sparkling business, Coca-Cola.
"We kept these two qualities at the heart of how we developed the recipe and are proud to offer it under the Coca-Cola brand, inviting people to try a new and different energy drink that is designed to complement upbeat and busy lives.”
The new drink is aimed at young adults aged 18-35, Coca-Cola said, and adds to a list of new innovations recently developed by the company, including Fuzetea, Adez and a ready-to-drink coffee under the company’s organic brand, Honest.
"We’ll continue to expand and diversify our range of products to offer British consumers a wider choice of drinks," commented Jon Woods, general manager, Coca-Cola Great Britain and Ireland.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.