Relentless – which is now worth £56m in the UK – is launching a new Cherry variant and re-launching its sugar-free alternative with new packaging and name, as part of a programme of innovation to grow the brand in 2014.
The move responds to research that 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.
As part of the investment the brand’s sugar-free variant is being re-launched with a new name, Relentless Origin Ultra, and refreshed packaging in a strong silver and white design to target the brand’s core audience of 18-30 year olds.
The transformation reflects consumer feedback which shows that while shoppers enjoyed the benefits of the sugar-free Relentless variant, they preferred that the low calorie message did not feature as prominently on-pack.
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.
Caroline Cater, operational marketing dDirector at CCE, said: “The energy drinks sector continues to grow and is now worth £923.8m. As a brand that delivers considerable value to the sector, it is important that Relentless continues to innovate and bring products to market which support our customers by directly targeting shoppers’ needs. The new Cherry variant has received positive feedback when tested by consumers and we expect it to perform well once introduced to the established Relentless range.
“This innovation, together with the re-launch of our sugar-free variant, Origin Ultra, will help retailers better cater for consumers’ needs and offer new products which stand-out on shelf to drive growth.”
Origin Ultra is available at the end of February and Relentless Cherry launches in March.
Source: Coca-Cola Enterprises
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