Coca-Cola Enterprises has launched Powerade Energy, which it claims is the first 'dual energy' soft drinks product.

Powerade Energy combines 'stimulate' energy with 'revive' energy to deliver sustained performance energy. It is designed for everyday people rather than the extreme sports demographic, says Stuart Agates, head of energy at CCE. AC Nielsen estimates that the sustained energy category is worth a potential £500m.

The lightly sparkling product is available in 500ml and 375ml PET in sparkling berry and sparkling orange.

The launch will be supported by TV, outdoor and digital advertising as well as sampling activity.

rrp: 375ml pmp 85p trial price 69p

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