Coca-Cola will enter into the energy drink market for the first time with the launch of Coca-Cola Energy later this month.
The product will taste like Coca-Cola but also feature caffeine from naturally-derived sources, guarana extracts, B vitamins and no taurine.
Javier Meza, global chief marketing officer of sparkling business said: “Coca-Cola Energy includes ingredients from naturally-derived sources and a delicious and refreshing taste of Coca-Cola. We kept these two qualities at the heart of how we developed the recipe and are proud to offer it under the Coca-Cola brand, inviting people to try a new and different energy drink that is designed to complement upbeat and busy lives.”
General manager of Coca-Cola Great Britain and Ireland, Jon Woods, added: “Our strategy is to offer people a wide range of drinks to meet different lifestyles and occasions and Coca-Cola Energy is the latest example of that. We’re launching Coca-Cola Energy with and without sugar and we’ll continue to expand and diversify our range of products to offer British consumers a wider choice of drinks.”
It will be available in 250ml cans and in two variants – with and without sugar – and will be supported by a marketing campaign.