REPORTING record growth for the brand over the last 18 months, Coca-Cola Europacific Partners has added two new flavours to its Reign Body Fuel range.
The Peach Fizz and Orange Dreamsicle are available in plain and £1.49 price-marked 500ml cans.
Vice president, commercial development at CCEP GB Martin Attock, said: “Reign has continued to grow over the last year by engaging fitness fans in the home.
“And now that gyms, functional fitness facilities and boot camps have reopened, there are more occasions to cater for than ever, so this is the perfect time for us to expand our range.
“Now worth over three times more than its closest competitor, we will maintain the momentum behind the Reign brand with a strong marketing programme to engage fitness enthusiasts, drive trial of the new variants and recruit new shoppers.”
The range is being supported by event and venue sponsorships as well as sponsored digital content and in-store POS materials featuring fitness influencers including Hafþór Júlíus Björnsson who played The Mountain in the hit TV series Game of Thrones.