Coca-Cola European Partners (CCEP) has entered the performance energy sector with Reign Total Body Fuel, a new drinks range from Monster Energy, designed for those who work out or do strength training.
The cans, originally launched in the US earlier this year, are made to be consumed before or after a session in the gym and each contain 200mg of natural caffeine extracted from green coffee beans.
The Reign range consists of four flavours: Melon Mania; Razzle Berry; Lemon Hdz; and Sour Apple, and is rolling out to independents now in a 500ml plain pack format. A pricemarked can, priced at £1.49, will be added to the mix for c-stores from January 2020.
All variants contain no sugar, no calories and added ingredients to enhance performance, including branched-chain amino acids (to prevent protein muscle breakdown) and L-Arginine (to improve blood flow and stimulate the release of growth hormones).
The range is also made with vitamins B3, B6 and B12, which contribute to reducing fatigue, and no artificial colours or flavours.
Coca-Cola advises that Reign cans should be stored in the chiller and placed alongside sports and energy drinks to maximise the sales opportunity that the performance energy category presents.
The launch of the products is being supported by event and venue sponsorships as well as in-store POS materials. Sponsored digital content, featuring fitness influencers including LisaFitt and Romane Lanceford from the UK and Game of Thrones star Hafþór Júlíus Björnsson, will run across a number of social media platforms.
Simon Harrison, vice president for commercial development at Coca-Cola European Partners GB, commented: “There is a growing demand amongst 18-to-35 year olds who want a drink to help them achieve maximum results when they work out without sacrificing on taste. Reign perfectly matches this demand by offering an energy boost with vital proteins and vitamins to help consumers perform at their peak, and aid recovery long after the hard work is done.
“Within eight months of launching in the US, Reign gained a 25% market share of workout energy drink sales [Nielsen, US Sales Data, L52wks from w.c. 24/08/2019] so we’re confident that the brand and its great-tasting liquid with functional benefits will appeal to consumers in GB.”