Going green for a bite of the market

GREEN Apple Sugar Free is the latest variant to be added to the range from energy drink brand Carabao.
The launch of the new variant coincides with the reformulation of the complete range, now only available in reduced sugar and sugar-free options. A national outdoor poster campaign, press and radio advertising campaigns will promote the new range.

Brand owner Intercarabao said the reformulation came off the back of research by Kantar Worldpanel, which noted an 8% increase in the value of the stimulated energy drink market as a result of low-sugar and flavour innovations.

Peter Gutierrez, CEO of Intercarabao, said: “Carabao has a hugely exciting year in prospect. Alongside our heavyweight sport sponsorships and continued international expansion, is the significant reformulation of our energy drinks range, which is designed to cater to the increasingly healthier lifestyles of our consumer.

“In addition to Green Apple Sugar Free, we have a number of great tasting low and no-calorie drink innovations in the pipeline for 2017. We believe these will be game-changers for the industry and help bring new consumers into the category.”