Coca-Cola Europacific Partners Great Britain (CCEP) has added a Fruit Punch flavour to the Relentless energy drinks range.
The new tropical flavour is designed to fuel growth of Relentless, which is the no.4 energy drink brand in Britain, worth £45m.
Rolling out in May, Relentless Fruit Punch comes in a vibrant pink can design with the recognisable Relentless ‘R’ motif in the centre. A 500ml £1 price-marked-pack will also be available from June.
Convenience retailers can access Relentless Fruit Punch POS materials and digital downloads from My.CCEP.com.
Marketing support for the Relentless brand during the summer will include work with its music ambassadors and partners, launching a digital promotion for brand fans to win JBL audio prize bundles.
Helen Kerr, Associate Director of Portfolio Development at CCEP GB, said: “The energy drinks market is booming and is now worth more than £2bn in GB and growing, and innovation is key to driving this momentum. This latest arrival follows the introduction of the Relentless Zero Sugar range, which has generated nearly £9m since launching in summer 2022 and continues to deliver double digital volume and value growth.
“Over the last decade, energy drinks have become more mainstream, offering the same great taste and choice of soft drinks with added functional benefits. We know that energy shoppers are three times more likely to buy innovation vs wider soft drinks, so we’d recommend that retailers tap into this by stocking up on the new Relentless Fruit Punch variant.”
