Coca-Cola Europacific Partners (CCEP) has added a Golden Mango flavour to its Powerade sports drinks brand.
The company noted that sports drinks are worth nearly £408m in Britain, growing in value by over 45% and volume by 20% – more than any other sub-category in the soft drinks sector.
Powerade is the no.4 sports drinks brand in the country in a Berry & Tropical flavour.
The new isotonic Powerade Golden Mango variant has a tropical flavour profile and comes in 500ml bottles.
Powerade also has a new modernised packaging design to drive standout on shelf and greater readability of the product claims which include ‘Bold Hydration for Body & Mind’.
As part of Coca-Cola’s partnerships with UEFA EURO 2024 and the Olympic Games Paris 2024, the Powerade brand is set to be front of mind with consumers. The brand noted that the rings featured on-packs of Powerade Golden Mango will create a strong visual connection to the Olympic Games this summer.
Rob Yeomans, VP of Commercial Development at CCEP GB, said: “Powerade has huge potential, particularly with active lifestyles high on many consumers’ agendas and the sports sub-category doing so well within wider soft drinks. We hope that the new look and innovation will really excite our consumers and we look forward to seeing how retailers get behind the brand in store.”
