Coca-Cola Europacific Partners (CCEP) is turning up the flavour in the energy drinks aisle with Relentless White Citrus – a zesty innovation designed to excite tastebuds and drive sales.
Relentless innovation
The energy drinks category is worth more than £2.4bn in retail, and flavoured energy continues to be a key category driver, now worth £1.3bn in GB and growing at 18.1% over the past year.
Relentless is the number one energy drinks brand in the affordable energy sub-category – driven by a strong core range and a focus on innovation. Its entire line-up is low sugar and HFSS-compliant.
Consumers, in particular young adults, are on the lookout for flavour innovation in energy, with recent research showing that 74% of this demographic want new and exotic flavours.
Bold White Citrus flavour
Rolling out from early March, Relentless White Citrus comes in a striking opaque white can with the recognisable Relentless 'R' motif in the centre, in plain and price-marked* 500ml packs for shoppers to enjoy on-the-go.
White Citrus builds on citrus being the no.1 flavour profile in energy drinks, and follows the success of Relentless Guava, which launched last year and has already delivered over £2.3m in value sales.
The full Relentless line-up, including Relentless White Citrus, is available in a £1 PMP*, including Relentless Origin, Cherry, Guava and White Citrus.
Marketing Support
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 White Citrus POS materials and digital downloads, available from MyCCEP.com.
Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: "The energy drinks category continues to boom and is now worth more than £2.4bn 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 £2.4m 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."