COCA-COLA Europacific Partners (CCEP) has bolstered its Relentless Zero Sugar range with the launch of a new watermelon flavour in an ‘eye-catching’ can.
Rolling out in a white, black, pink, and green can design with the Relentless ‘R’ motif in the centre, the drink will be available in 500ml packs for shoppers.
CCEP said that the new ‘refreshingly fruity’ flavour is designed to fuel additional growth of the Relentless brand, which is worth nearly £52 million – up 12.9% in value and 43.7% in volume over the past year.
It builds on the successful launch of the Relentless Zero Sugar Raspberry and Peach flavours last summer, which have already added more than £5.3 million to the energy drinks category in less than a year.
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 £205 million to the category over the last year.
“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 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.”
