CCEP reigning in energy market with new release

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.

What is CCEP’s current activity in the wholesale channel?

CCEP optimistic about low sugar category in 2019

Avatar photo
Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via and 07960935659.


This site uses Akismet to reduce spam. Learn how your comment data is processed.