UK-based energy drink supplier Mad Dog Drinks has announced that it will launch its Be Energy brand in India next month, having obtained approval from the country’s food standards authority.
Earlier this month, the Food Safety and Standards Authority of India (FSSAI) approved the expansion of the drink, which was developed last year specifically for markets in the Middle East and North Africa.
Be Energy will initially be launched across Delhi and the surrounding metropolitan area before being rolled out across other major Indian cities. Mad Dog Drinks’ directors have been actively targeting the Indian market due to its population of 1.2bn and number of modern trade outlets – claimed to stand at 435,000. The country’s carbonated soft drinks market is estimated to be worth $3.75bn, and year-on-year growth within India’s energy drinks sector is currently 22.5%.
Be Energy Lemonade benefits from being a hybrid between an energy drink and a lemonade that allows it to participate in a much larger share of the Indian soft drinks market, the company said.
Mad Dog Drinks managing director Ross van Geest said: “Entering the Indian market through UrNeed Online Retail is a huge step forward for Mad Dog Drinks as we strive to achieve global coverage for our products.”
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