FDBusiness.com

Coca-Cola Great Britain will expand its portfolio with the launch of Coca-Cola Energy, the first energy drink released under the Coca-Cola brand. Coca-Cola Energy features caffeine from naturally-derived sources, guarana extracts, B vitamins and no taurine.

It will be available in 250ml cans and in two variants – with and without sugar. Coca-Cola Energy will launch in the UK from late April.

Javier Meza, Global Chief Marketing Officer, Sparkling Business, comments: “Coca-Cola Energy includes ingredients from naturally-derived sources and a delicious and refreshing taste of 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.”

Jon Woods, General Manager, Coca-Cola Great Britain and Ireland, says: “Our strategy is to offer people a wide range of drinks to meet different lifestyles and occasions and Coca-Cola Energy is the latest example of that. We’re launching Coca-Cola Energy with and without sugar and we’ll continue to expand and diversify our range of products to offer British consumers a wider choice of drinks.”

The new drink features a distinct visual identity and will be supported by an integrated marketing campaign.

The new drink is aimed at young adults (18-35) and will be promoted in line with The Coca-Cola Company’s responsible marketing guidelines. The launch is the latest from The Coca-Cola Company as it continues to evolve the range of drinks it offers. Recent additions to the Coca-Cola Great Britain range include Fuzetea, Adez and a ready-to-drink coffee under the company’s organic brand, Honest.

Coca-Cola Great Britain is responsible for marketing 20 brands and more than 80 products to consumers across Great Britain. All of its packaging is 100 per cent recyclable and it has a global goal to collect and recycle every one of its bottles or cans by 2030.