Relentless has added a guava flavour to its portfolio.
Relentless Guava taps into the “strong demand” for guava-flavoured drinks, especially among Gen Z, said brand owner Coca-Cola Europacific Partners GB (CCEP).
Rolling out from 10 May, the new variant (RRP: £1.55, £1 PMP/500ml) comes in a bold pink can design with the recognisable ‘R’ motif in the centre.
It offers a “sweet-but-tangy” flavour and is the “ideal fruity refreshment for the summer months”, said CCEP.
The launch will be supported by influencer and ambassador partnerships, in-store sampling and brand takeovers at key music and cultural events – building on the brand’s longstanding association with the music scene.
A suite of POS materials and digital downloads to “drive excitement” are available from My.CCEP.com, said CCEP.
“This latest arrival follows the introduction of Relentless Fruit Punch, which has generated nearly more than £1.7min value sales since launching in May 2024,” said Helen Kerr, associate director of Portfolio Development at CCEP.
“We know that 67% of energy drinkers prefer a chilled energy drink, so we’re encouraging retailers to stock up on new Relentless Guava variant and give it some space in the chiller, while amplifying visibility with impactful in-store activation to maximise sales at launch!”
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