Relentless Zero Sugar Watermelon is the newest addition to the energy drink’s sugar-free range, building on the success of last year’s Raspberry and Peach variants, which added more than £5.3m (Nielsen) to the energy drinks category.
The new flavour comes in a white, black, pink and green can design and is available in plain and pricemarked 500ml packs.
The Relentless brand is worth nearly £52m, up 12.9% in value and 43.7% in volume over the past year (Nielsen).
Coca-Cola claims that the new variant will also help retailers tap into the growth of the wider energy drinks sector – now worth £1.71bn and enjoying 13.6% value growth and 7.8% volume growth in GB over the last year (Nielsen). This is, in part, being driven by the increased popularity of sugar-free energy drinks which are now worth £305m, up 26.1% in value and 22.9% in volume in the last 12 months (Nielsen).
Pippa Collins, associate director of commercial development at Coca-Cola Europacific Partners GB, said: “The Energy drinks segment has established itself as one of the key value and volume growth drivers within soft drinks, adding more than £205m to the category over the last year [Nielsen].
“This is largely due to the segment becoming more mainstream over the last decade, appealing to more consumers on more occasions and this is thanks to the arrival of new flavours, functionality and zero sugar options like the Relentless Zero Sugar range. Innovation continues to be incredibly important to the segment, delivering almost a quarter of energy drinks growth [ibid] and we’re confident that this new Relentless Zero Sugar Watermelon variant will contribute to this moving forward so would recommend that retailers get stocked up.”
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