Coca-Cola Enterprises is adding a new flavour variant to its zero calorie Relentless range, to help retailers capitalise on the growing popularity of lower calorie energy drinks.
The new Mango Ultra variant launches in March. The range extension follows on from research carried out by Relentless showing that a mango flavour has the widest appeal to the core Relentless brand’s target consumer as well as offering “something different”.
The move follows the re-launch of zero calorie Relentless Origin Ultra last year. The rebrand reflected the company’s consumer feedback showing energy drinks shoppers prefer low calorie messaging to feature less prominently on-pack.
Caroline Cater, Operational Marketing Director at CCE, said that lights were proving increasing popular within the energy drinks sector. She concluded: “Relentless has a proven track record in delivering successful innovation to retailers and this new sugar-free variant, Mango Ultra, is set to help them drive sales by offering further choice in the zero sugar energy drinks segment.”
