Cristiano Ronaldo's natural sports drink, Soccerade, has been taking the grass roots football arena by storm, and now a multimillion pound national marketing programme is kicking off to drive home its natural and caffeine-free credentials to the independent and convenience retail sector.
The brand hopes to cash in on the combined £15bn sports and energy drink sectors in the UK.
In Portugal, the brand attained a 9% market share overnight after launch, and it enjoys growing share in Germany. An international rollout is planned to distribute through a further 60 countries.
The product is used and endorsed by Fifa World Player of the Year, Cristiano Ronaldo, who will feature on all POS and marketing material.
Soccerade's current RRP is £1.30 and is available in 500ml bottles, featuring four flavours in its natural range, including:
- Wild Berries
- Cold Blue
- Lemon Lime.
The Soccerade brand will debut to the independent and convenience retail audience at the Convenience Retail Show, March 2010.
Rob McOwan, head of Soccerade UK, said: "We've been making exciting progress within grass roots football. Our natural credentials have been welcomed as a refreshing addition to the market that hasn't always catered to a huge junior audience, but also to health-conscious individuals over the age of 16."
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