Embracing exotic fruit flavours in the energy sector
ENERGY drinks brand Relentless has brought even more flavour to its range with the launch of a new Guava variant.
Tapping into the growing demand for more Guava-flavoured drinks – particularly with younger Gen Z consumers – the new Relentless Guava offers a sweet-but-tangy addition to the energy drinks sector and is an ideal fruity addition to stores for the summer months.
Rolling out from 10 May, the new variant comes in a bold pink can design with the recognisable ‘R’ motif in the centre across both plain and £1 price-marked 500ml cans.
The new flavour matches the rest of the Relentless PMP line-up which all come with an on-pack price of £1 to offer consumers further value in the energy drinks category.
The launch will also be supported by a raft of influencer and ambassador partnerships, in-store sampling and brand takeovers at key music and cultural events – building on the brand’s longstanding association with the music scene.
And building on this connection between the two, Relentless is also offering music fans the chance to win an exclusive music bundle from European audio company AIAIAI.
The new promotion will see 30 lucky winners each win an AIAIAI bundle consisting of a set of speakers, a pair of headphones and a hard case to store them in.
To be in with the chance of winning, consumers must enter the unique codes found under the ring pulls of promotional packs into an online draw. Shoppers will have until 30 December to enter online by scanning QR codes on-pack or by visiting relentlessenergy.com/aiaiai_GB.
Parent firm Coca-Cola Europacific Partners (CCEP) has rolled out a range of promotional packs across Relentless 500ml single cans variants consisting of Raspberry Zero Sugar, Origin, Fruit Punch, Cherry and Guava as well as multipack cans of Origin and Raspberry Zero Sugar.
Convenience retailers will also be able to drive up excitement for the launch with new Relentless Guava PoS materials and digital downloads, available from My.CCEP.com.
Helen Kerr, associate director of portfolio development at CCEP GB, said: “The energy drinks category continues to boom and is now worth more than £2.1billion in Great Britain and growing, with innovation key to driving this momentum.
“This latest arrival follows the introduction of Relentless Fruit Punch, which has generated nearly more than £1.7million value sales since launching in May 2024.
“We know that 67% of energy drinkers prefer a chilled energy drink, so we’re encouraging retailers to stock up on the new Relentless Guava variant and give it some space in the chiller, while amplifying visibility with impactful in-store activations to maximise sales at launch.”
