Coca-Cola Europacific Partners (CCEP) is launching Relentless Guava, tapping into the strong demand for Guava-flavoured drinks – especially among Gen Z in the UK.
The energy drinks category is worth more than £2.1bn in retail, and demand for flavoured energy continues – delivering £881.7m in value sales over the past year.
Relentless is the no.4 energy drinks brand in GB – worth £37.6m – driven by a strong core range and a successful approach to innovation, its entire line-up is low sugar and HFSS compliant. Relentless Fruit Punch has become the most successful NPD launch in the accessible energy sub-segment in the last year.
Consumers, in particular young adults, are on the lookout for low-sugar options in energy.
Tangy Guava Refreshment
The new, sweet-but-tangy Guava flavour is the ideal fruity refreshment for the summer months, designed to fuel growth of Relentless.
Rolling out from 10May, Relentless Guava comes in a bold pink can design with the recognisable Relentless “R” motif in the centre, in plain and price-marked 500ml packs for shoppers to enjoy on-the-go.
The full Relentless line-up, including Relentless Guava, is available in a £1 PMP – including Relentless Origin, and Fruit Punch.
The launch will be supported by 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.
Convenience retailers can also drive excitement in-store with Relentless Guava POS materials and digital downloads, available from My.CCEP.com.
“The energy drinks category continues to boom and is now worth more than £2.1bn in GB and growing, with innovation key to driving this momentum,” said Helen Kerr, Associate Director of Portfolio Development. “This latest arrival follows the introduction of Relentless Fruit Punch, which has generated nearly more than £1.7min value sales since launching in May 2024.
“We know that 67 per cent of energy drinkers prefer a chilled energy drink, so we’re encouraging retailers to stock up on new Relentless Guava variant and give it some space in the chiller, while amplifying visibility with impactful in-store activation to maximise sales at launch!”
AIAIAI music bundle promotion
Relentless is offering music fans the chance to win an exclusive music bundle from European audio company AIAIAI, with its new promotion*. Fans must enter the unique codes under the ring pulls of promotional packs into an online draw.
30 lucky winners will each win an AIAIAI bundle, consisting of a set of speakers, and a pair of headphones with a hard case to store them.
Promotional packs include 500ml single cans of Relentless Raspberry Zero Sugar, Origin, Fruit Punch, Cherry, and Guava, as well as multipack cans of Origin and Raspberry Zero Sugar, to drive maximum engagement with shoppers.
Consumers have until 30 December to enter online by scanning QR codes on-pack or visiting relentlessenergy.com/aiaiai_GB.
*Full terms and conditions at relentlessenergy.com/aiaiai_GB.
