The Coca-Cola Company is looking to bring new fans into the energy drink category with the US launch of Coca-Cola Energy.
Coca-Cola Energy, Coca-Cola Energy Cherry – a flavour available exclusively in the US – and their zero-calorie counterparts will be available in 12oz sleek cans as of January 2020.
All four varieties include 114mg of caffeine per 12oz serving (roughly the equivalent of a 12oz cup of drip coffee), guarana extracts and B vitamins.
Coca-Cola Energy launched earlier this year in Spain and Hungary, and is currently available in 25 countries including Great Britain, Ireland, Spain, Germany, Holland, Norway, Sweden, France, Belgium, Romania, Hungary and Australia.
The rollout supports Coke’s efforts to deliver more beverage options that meet changing preferences, lifestyles and tastes. It’s also an example of the company’s commitment to move quickly and “lift and shift” innovations around the world.
In its most recent quarterly results, Coca-Cola said the Coca-Cola Energy beverage showed “early signs of success”.
“As a total beverage company, we’re constantly looking for ways to evolve our portfolio and bring people the drinks they want – in a range of categories and package options,” said Janki Gambhir, Coca-Cola trademark innovation brand director.
“Coca-Cola Energy was developed by listening to people who told us they wanted an energy drink that tastes more like Coca-Cola than a traditional energy drink.”
Coca-Cola Energy is one of several new Coke brand extensions in the pipeline in the US: Coca-Cola Cinnamon will hit the market this autumn as a limited-edition holiday flavour and Coca-Cola Cherry Vanilla and Coca-Cola Cherry Vanilla Zero will launch next year.
© FoodBev Media Ltd 2019