• Product: Relentless Guava
• Supplier: Coca-Cola Europacific Partners
• RRP: £1 PMP
• Available: 10 May

Coca-Cola Europacific Partners (CCEP) is adding a Guava variety to its Relentless energy drink range, tapping into the flavour’s popularity with Gen Z.

Rolling out from 10 May, the new variety is available in a £1 price-marked 500ml can, as well as a plain version.

Its launch comes as Relentless is the number four energy drinks brand in Britain, worth £37.6m. The brand’s Fruit Punch launch became the most successful new launch in the accessible energy subsegment in the past year, generating more than £1.7m in value sales.

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The supplier will support the launch with influencer and ambassador partnerships, sampling and appearances at music and cultural events. PoS will also be available from My.CCEP.com.

Relentless is also offering consumers the chance to win an exclusive music bundle from audio company AIAIAI. Fans must enter the unique codes under the ring pulls of promotional packs into an online draw.

Thirty winners will each win a bundle consisting of a set of speakers and a pair of headphones with a hard case.

Promotional packs include 500ml single cans of Relentless Raspberry Zero Sugar, Origin, Fruit Punch, Cherry and Guava, as well as multipack cans of Origin and Raspberry Zero Sugar. The promotion runs until 30 December.

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