Coca-Cola Europacific Partners (CCEP) is adding Guava flavour to its Relentless energy drink brand.
The company noted that the energy drinks category is worth more than £2.1bn in retail, and demand for flavoured variants continues to grow, delivering £881.7m in value sales over the past year.
Relentless is the no.4 energy drinks brand in Britain – worth £37.6m – and its Fruit Punch flavour was the most successful NPD launch in the accessible energy sub-segment over the last year.
Rolling out from 10th May, Relentless Guava comes in a pink can design with the Relentless ‘R’ motif in the centre, in plain and price-marked 500ml packs.
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. Convenience retailers can also access POS materials and digital downloads from My.CCEP.com.
Helen Kerr, Associate Director of Portfolio Development at CCEP GB, said: “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. 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% 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!”
Meanwhile, Relentless has launched a new promotion that offers consumers the chance to win an exclusive music bundle from European audio company AIAIAI. People can enter the online draw via the unique codes under the ring pulls of promotional packs.
