A new Cherry variant of Relentless is being launched by Coca-Cola Enterprises. The brand is also re-launching its sugar-free alternative with new packaging and name, Relentless Origin Ultra, as part of a programme of innovation to grow the brand in 2014.
The move responds to researchthat shows shoppers are looking for a combination of energy and refreshment from their chosen energy drink product, and follows the successful launch of Relentless Lemon Ice last year.
As a popular flavour outside of the energy sector which shoppers enjoy in other soft drink sectors, Relentless Cherry will replace Relentless Berry Juiced on-shelves from the end of March. Origin Ultra is being re-launched with its new name, and packaging in a strong silver and white design to target the brand’s core audience of 18-30 year olds.
CCE is working with its customers to grow the soft drinks market by giving retailers the right products to effectively target a range of soft drinks occasions. As part of its ‘See the Opportunity’ report, CCE has recognised that the energy drinks sector offers great scope for growth as shoppers look for energy and refreshment while on the move. 2014 will be an important year for Relentless as the brand aims to innovate the sector to further tap into the ‘on the go’ shopping occasion.
Origin Ultra is available at the end of February and Relentless Cherry launches in March. Both products will be available in 500ml plain cans with RRP of £1.39 as well as £1 price marked packs.
