Britvic launches new PepsiCo energy drink in UK

Britvic is introducing a “completely different” natural drink to the UK stimulant energy market, aiming to bring new shoppers into the category.

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The soft drinks company will market and distribute PepsiCo’s SoBe Pure Rush, which contains no artificial colours or flavours.

Britvic’s head of seed brands Jon Evans says Pure Rush aims to address recent research that shows the number of people buying stimulant drinks is in decline because of their taste and artificial ingredients.

The brand is already worth £570m in global sales, according to Britvic.

Britvic will focus on distributing the brand in convenience stores, where shoppers are looking for energy boosts on the go.

Pure Rush is currently available in two flavours in WHS Travel stores, BP and some independent urban cafes and delis. The 250ml can carries a recommended retail price of £1.39.

Instead of artificial ingredients, the drink contains “naturally-energising” caffeine, guarana and ginseng.

He adds: “We are confident it will bring new shoppers into the category and help grow sales in the stimulant drink segment, which is now worth £399m.”

According to the latest Brtivic Soft Drinks Report the glucose/stimulant drink category increased sales in 2009 by 7% to £567m. This was largely fuelled by new brands Relentless and Monster which accounted for 58% of the category’s growth.

Lucozade, owned by GlaxoSmithKline, was the top performing glucose/stimulant drink brand in 2009, with sales of £339m.

Britvic is currently the largest supplier of branded still soft drinks and the second largest supplier of branded carbonated drinks.

Britvic’s UK brand portfolio currently includes J20, Fruit Shoot, Tango and Drench.

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