Coke set for further energy drink launch

Coca-Cola is launching its second energy drink in less than six months with a third likely to launch before the end of the year.

The new product, Relentless, will break from the norm with its 500ml size can, which is the same size as a beer can.

Traditionally, the growing energy drink market has made use of the distinctive 250ml ‘slimline’ can first used by market leader Red Bull.

Last September, Coke launched Sprite 3G (MW, August 4, 2005) and the company is believed to be launching a still energy drink, Voltage, later this year (MW, November 10, 2005).

Relentless is a carbonated, fruit flavoured drink containing caffeine and aimed at 18-34 year old extreme sports and skate enthusiasts with “serious energy needs” according to a Coca-Cola spokeswoman.

The drink will be phased into forecourts and convenience stores over the next month, retailing from &£1.09. Sainsbury’s category manager for soft drinks Sara Wolverson says: “Sports and energy is a key growth area and in energy specifically our growth is outperforming other multiples. Relentless, with its distinctive design offers something new.”

Coca-Cola US is also fighting to take market share from top brand Red Bull with three energy drinks launched in the past 12 months: Full Throttle, Von Dutch named after the popular fashion label and Tab – an energy drink aimed at women.

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