Chris Onslow, MD of Target, said: “The healthy energy shot market is gaining momentum, but many of the products have quite a medical or masculine image. As far as we’re concerned, pink is the new black, and we’ve designed Target’s Gorgeous to be the coolest fun fashion accessory for women, as well as being an energy shot.
“The small bottle easily fits into a handbag and appeals to those on a calorie-controlled diet. As Gorgeous only contains the same amount of caffeine as a cup of coffee, it gives the consumer an energy boost without the sugar and high concentrations of caffeine of more traditional energy drinks. We also anticipate Gorgeous becoming really popular on the club scene and in the gay market.”
A key advantage to retailers is that Gorgeous doesn’t need to be refrigerated and can be stored at room temperature right next to the till, providing the ideal impulse purchase at a recommended retail price of £1.79.
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