A zesty innovation from Relentless drives up energy sales
DRINKS giant Coca-Cola Europacific Partners (CCEP) has expanded on its Relentless energy drink range with its new White Citrus flavour.
The zesty innovation is set to turn up the flavour across the energy drinks range for stores as CCEP continues to invest in the ever-growing energy drinks category.
Rolling out in March, Relentless White Citrus comes in a striking 500ml can with the brand’s iconic Relentless R motif in the centre in both plain and £1 price-marked formats.
White Citrus builds on the success that the citrus flavour has experienced across the energy market, says CCEP, being the number one flavour profile in the category according to NIQ Total Coverage research.
This also follows on from the success of Relentless Guava which launched last year, helping to build further demand for citrus flavours across energy drinks.
Now worth more than £2.4billion in retail value sales according to Nielsen data, the energy drinks market has boomed across the UK and is one plenty of retailers have benefitted from.
To help draw further attention to the launch through influencer and ambassador partnerships, in-store sampling and brand takeovers at key music and cultural events.
Convenience store retailers can also make the most of the new White Citrus flavour through in-store POS and digital downloads, available from MyCCEP.com.
Rob Yeomans, VP for commercial development at CCEP GB, said: “The energy drinks category continues to boom and is now worth more than £2.4billion in GB and growing, with innovation key to driving this momentum.
“Relentless White Citrus is the latest innovation from the number one affordable energy drinks brand, and we’re backing it with real confidence. When we launched Relentless Guava last year, it delivered over £2.4million in its first year – and we anticipate White Citrus to be just as much a hit with consumers too.
“With 67% of energy drinkers preferring chilled products, we’re encouraging retailers to give White Citrus prominent chiller space and use our POS materials to maximise visibility at launch.”
