FDBusiness.com

Coca-Cola Enterprises has refreshed its Relentless range of energy drinks with a new pack design, accompanied by the launch of a new flavour.

The new-look packs will see instantly recognisable branding across its portfolio of six flavours, which will create one standout block on a shelf, Coca-Cola Enterprises said. Rolling out this month, the new packaging portfolio will include £1 price-marked packs across the single can range.

The launch of the new packs will be supported by a number of in-store promotions across the year, linked directly to a new marketing campaign that is set to “strengthen appeal to the brand’s target consumers”.

The brand will also introduce a new flavour to further differentiate itself in a crowded marketplace. The new Passion Punch variant is designed to tap into the growing popularity of punch flavours in the UK and will be available in a 500ml can.

In addition, there will be a new four-count pack of 500ml cans in the brand’s best-selling origin flavour, which will also launch this month.

Caroline Cater, operational marketing director for Coca-Cola Enterprises, said: “For many, our Relentless range is a lifestyle in a can, targeting people with a passion for urban culture and music, so it’s important we continue to offer a product that’s relevant in an increasingly crowded sector.

“This new look and supporting marketing campaigns will help our customers promote the Relentless brand, with eye catching displays and money can’t buy promotions, that will continue to tap into the rising popularity of energy drinks.”