Coca-Cola is launching its first energy drink under the Coca-Cola brand as it looks to target young adults and branch out into different occasions.
Coca-Cola Energy has two variants – with and without sugar – and will launch in the UK from late April alongside an integrated marketing campaign.
Jon Woods, general manager of Coca-Cola Great Britain and Ireland, says: “Our strategy is to offer people a wide range of drinks to meet different lifestyles and occasions and Coca-Cola Energy is the latest example of that.
“We’re launching Coca-Cola Energy with and without sugar and we’ll continue to expand and diversify our range of products to offer British consumers a wider choice of drinks.”
The new drink, which is a combination of caffeine, guarana extracts and B vitamins, is aimed at 18- to 35-year-olds. It will put the brand in direct competition with market leaders Red Bull and Lucozade, as well as Monster (which Coca-Cola part owns and is the company’s biggest shareholder)
Coke’s global chief marketing officer of sparkling business, Javier Meza, says in a company blog post that the new drink “is in line with our work to diversify our legacy brands”, pointing to the recent launch of products such as Coca-Cola Plus Coffee and the relaunch of Diet Coke in four new flavours.
He adds: “We are always looking for ways to expand our products and…