'Relentless' and CCE Further Ignite the Energy Drinks Market

Tuesday, July 24, 2007

This August Coca-Cola Enterprises Limited (CCE) will introduce 'Relentless' Inferno into the UK off-trade. Delivering the same 'No Half Measures' functionality as 'Relentless', Relentless 'Inferno' adds a new angle to the 'Relentless' brand story by offering a great fruit taste and added refreshment. In providing the opportunity to experience and enjoy 'Relentless' outside of purely functional usage, 'Relentless' Inferno is set to attract even more new consumers to energy drinks and drive further growth of the energy drinks category as a whole.

The UK energy drinks sector is currently worth over £419 million  and makes up 75%  of all performance drink sales. 'Relentless' has brought growth to the UK energy drinks sector since its launch in February 2006 and is currently worth more than £9.7million . Research has revealed that flavours are likely to increase energy drink penetration, particularly amongst shoppers aged between 30 and 49 (48% ). Given the 'Relentless' target market of men aged 18-40, there is a real profit opportunity for 'Relentless' Inferno as a new flavoured energy drink.

Sarah Mitchell, Performance Controller at CCE, comments:
"With increasingly hectic lifestyles in the UK, the energy drinks sector is growing at +26.7%  and consumers are demanding more from their performance drinks than ever before. Our research has shown that taste has long been a key factor in making an energy drink purchasing decision and 'Relentless' Inferno will offer consumers the opportunity to enjoy the brand outside of just functional usage. Over the last year, the Canadian energy drinks market has grown by 96%  and 85%  of its incremental growth has come from flavoured energy drinks. We expect a similar pattern to develop in the UK energy drinks sector, led by 'Relentless' Inferno."

'Relentless' is investing £1.7m in multi-media activity throughout 2007 to support 'Relentless' and the launch of 'Relentless' Inferno. This will include above the line activity, sponsorship and experiential sampling aligned to core action sports, motorbike racing and modern rock music. This year 'Relentless' will be sponsoring teams and athletes as diverse as; surfers, skaters, snowboarders, wakeboarders, kitesurfers, mountain bikers, and BMXers, along with the sponsorship of the highly successful 'Relentless Suzuki' motocross and road racing teams.

'Relentless' Inferno will have the same MSSP as 'Relentless' and should be merchandised next to 'Relentless' in coolers and at other key impulse points in the store. Specific eye-catching point of sale is also available for 'Relentless' Inferno.

Notes to editors

· 'Relentless' is a registered trade mark of The Coca-Cola Company
· Launched in February 2006, 'Relentless' has since established itself as an evolution in energy drinks offering top end performance, great value for money, and a new modern brand experience for GB consumers

For further information please contact:
Kat Miller - Kat@mercieca.co.uk 020 7482 0100
Katrina Ward - Katrina@mercieca.co.uk 020 7482 8577
Frankie Mercieca - Frankie@mercieca.co.uk 020 7482 8584