Coca-Cola Energy Cherry launches in the UK
Coca-Cola Energy premiers new cherry flavour amid reformulation
Coca-Cola European Partners (CCEP) is building on the launch of Coca-Cola Energy, which clocked up almost £4m worth of sales in 2019, by adding a new cherry-flavoured variety with hopes to broaden the appeal of the range.
Rolling out this month, Coca-Cola Energy Cherry is designed to help retailers to capitalise on the demand for different flavours in the energy sector by combining Cola-Cola with caffeine, B vitamins and guarana extracts, but with no taurine.
It is also reformulating Coca-Cola Energy and Coca-Cola Energy No Sugar so that it tastes more like original Coca-Cola, with the cans also being redesigned to draw greater distinction between the two varieties.
Coca-Cola Energy recently came under fire from Nisa retailers after the symbol group changed its stock allocation policy and “forced” it onto some of its members, in a move described as “warehouse clearing” by one retailer.
The design of Coca-Cola Energy Cherry reflects the wider range, but comes in pink. All varieties come with branded shipper trays and PoS.
The Coca-Cola Energy range will be supported by a multi-million-pound marketing campaign kicking off in April this year, which includes outdoor advertising, sampling of more than one million cans, and activity at music festivals across the summer.
Simon Harrison, vice president of commercial development at Coca-Cola European Partners, said: “Coca-Cola Energy helped to attract new consumers to the energy segment, with 86% of sales incremental to the sector.
“With cherry flavoured colas worth £160m and taking the position as the most-preferred cola flavour in Britain, Coca-Cola Energy Cherry will help the range appeal to a broader audience of both cola and energy drinkers.
“This new variety, in combination with the extra Coca-Cola taste of the original drink, and new-look cans will help fuel sales for independent convenience retailers this year and beyond.”
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