Coca-Cola Europacific Partners (CCEP) is expanding its Relentless Zero Sugar range with the addition of a Watermelon flavour.
The new flavour is designed to fuel additional growth of the Relentless brand, which is worth nearly £52m – up 12.9% in value and 43.7% in volume over the past year.
It builds on the launch of the Relentless Zero Sugar Raspberry and Peach flavours last summer, which have already added more than £5.3m to the energy drinks category in less than a year.
Rolling out now, Relentless Zero Sugar Watermelon comes in plain and price-marked 500ml packs, with supporting POS materials available to retailers.
Pippa Collins, Associate Director of Commercial Development at CCEP GB, said: “The Energy drinks segment has established itself as one of the key value and volume growth drivers within soft drinks, adding more than £205m to the category over the last year.
“This is largely due to the segment becoming more mainstream over the last decade, appealing to more consumers on more occasions, and this is thanks to the arrival of new flavours, functionality and zero sugar options like the Relentless Zero Sugar range. Innovation continues to be incredibly important to the segment, delivering almost a quarter of energy drinks growth, and we’re confident that this new Relentless Zero Sugar Watermelon variant will contribute to this moving forward so would recommend that retailers get stocked up.”
