Coca-Cola European Partners (CCEP) is building on the launch of Coca-Cola Energy, which clocked up almost £4m worth of sales in 2019, by adding a new cherry-flavoured variety with hopes to broaden the appeal of the range.
Rolling out this month, Coca-Cola Energy Cherry is designed to help retailers to capitalise on the demand for different flavours in the energy sector by combining Cola-Cola with caffeine, B vitamins and guarana extracts, but with no taurine.
It is also reformulating Coca-Cola Energy and Coca-Cola Energy No Sugar so that it tastes more like original Coca-Cola, with the cans also being redesigned to draw greater distinction between the two varieties.
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Coca-Cola Energy recently came under fire from Nisa retailers after the symbol group changed its stock allocation policy and “forced” it onto some of its members, in a move described as “warehouse clearing” by one retailer.
The design of Coca-Cola Energy Cherry reflects the wider range, but comes in pink. All varieties come with branded shipper trays and PoS.
The Coca-Cola Energy range will be supported by a multi-million-pound marketing campaign kicking off in April this year, which includes outdoor advertising, sampling of more than one million cans, and activity at music festivals across the summer.
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Simon Harrison, vice president of commercial development at Coca-Cola European Partners, said: “Coca-Cola Energy helped to attract new consumers to the energy segment, with 86% of sales incremental to the sector.
“With cherry flavoured colas worth £160m and taking the position as the most-preferred cola flavour in Britain, Coca-Cola Energy Cherry will help the range appeal to a broader audience of both cola and energy drinkers.
“This new variety, in combination with the extra Coca-Cola taste of the original drink, and new-look cans will help fuel sales for independent convenience retailers this year and beyond.”
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