Following a successful launch in the US, Coca-Cola European Partners (CCEP) is bringing the Reign Total Body Fuel drink to the UK wholesale sector in January.
Reign forms part of the $400m performance energy category which is currently growing by 41% in the US. However, it has been largely untapped in the UK up to now.
CCEP is targeting 18-35 year-olds with a strong interest in fitness – a demographic it has called ‘insta-fitness.’ Reign targets this audience by containing 200mg of caffeine, no sugar, no calories and branched-chain amino acids, which prevent muscle breakdown, as well as B3, B6 and B12 vitamins.
The product will be available in four flavoured variants in 500ml cans – Melon Mania, Razzle Berry, Lemon Hdz and Sour Apple – and the launch will be supported by a multi-faceted marketing campaign featuring fitness influencers such as Game of Thrones star Hafþór Júlíus Björnsson.