CCEP unveils two new additions to its Reign Total Body Fuel range

Coca-Cola Europacific Partners (CCEP) has unveiled two new additions to its Reign Total Body Fuel range: Peach Fizz and Orange Dreamsicle.

Peach Fizz is packed with the flavours of succulent peach and a hint of citrus fruits, while Orange Dreamsicle is inspired by the classic frozen treat with orange citrus and vanilla bean flavours.

Available now in both plain and price-marked packs (PMP £1.49), and consistent with the rest of the range, the new variants combine a number of performance-enhancing ingredients with 200mg of natural caffeine, to provide a functional drink that doesn’t compromise on taste.

“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,” commented Martin Attock, vice president, commercial development at CCEP GB.

“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 into the Reign brand both in store and within leisure facilities when consumers are training.”

Reign Total Body Fuel launched just 18 months ago in Britain with four variants – Melon Mania, Razzle Berry, Lemon Hdz, Sour Apple, and has since grown into the number one performance energy drink brand.

The Reign recipe includes branched-chain amino acids (BCAAs), which can help to prevent protein muscle breakdown, and L-Arginine, which improves blood flow and stimulates the release of growth hormones. It’s also enriched with Vitamins B3, B6 and B12, which contribute to reducing fatigue and normalising metabolism. And there’s no sugar, no calories and no artificial colours or flavours.

The brand is being supported by event and venue sponsorships as well as sponsored digital content and in-store POS materials featuring global and local fitness influencers including Game of Thrones star Hafþór Júlíus Björnsson aka ‘The Mountain’ and WWE Superstar and actress Natalie Eva Marie.