European energy drink sets sights on Red Bull in UK

Effect%20-%20MBG%20International%20PremiumAn energy drink popular in Western Europe will compete head on with Red Bull when it launches in the UK later this year.

Effect, which is owned by MBG International Premium Brands and is available in 20 countries across Western Europe, is hoping to replicate its success in its home market of Germany, where it ranks second to Red Bull in terms of market share.

MBG is understood to be in talks with Tiger Beer UK about a distribution deal, with a view to launching the drink in the UK this summer.

Effect is the latest energy drink to target the fast-growing UK energy market, following the launch of US brand Rockstar (MW October 11, 2007) and planned launch of Monster.

MBG export director Mirko Ranz says the drink will cost 3040% less than Red Bull. It is expected to be launched in 200ml bottles, and 250ml and 330ml cans and will initially target the on-trade before rolling out across all the major multiples.

According to the latest data from Zenith International, Effect was ranked fourth in terms of share of the energy drink market across Western Europe. However, its market share is just 2% compared to Red Bull’s 60%.

The UK is the biggest energy drinks market in Europe, worth an estimated 800m, according to Zenith, and has benefited by a younger demographic wanting energy boosting drinks to help them cope with their active lives.

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