CCE energises the sector with new ‘Relentless’ Juiced Energy Berry
Monday, February 16, 2009
Continuing with its "No Half Measures" strategy, 'Relentless' from Coca-Cola Enterprises Ltd (CCE), will be boosting the energy drinks sector this February with the launch of a brand new 'Relentless' variant - 'Relentless' Juiced Energy Berry. The new drink, which contains 50% juice including strawberry, raspberry and blackcurrant, will be available from 16th February and supported as part of a £6million marketing investment.
'Relentless' has now reached a massive £40.3 of sales per annum[1] to become one of the leading energy drink brands in the sector, despite having launched only three years ago. 'Relentless' Juiced Energy Berry builds on the successful launch of 'Relentless' Juiced Energy Tropical last March and is set to further extend the profitability of this growing sector.
The energy drinks sector has grown by £72m in the last year with 'Relentless' accounting for 30% of this growth[2]. With 80%4 of 'Relentless' sales since launch being incremental to the sector, 'Relentless' is in rapid growth and is driving the phenomenal growth of the sector.
Donna Warren, Impulse Channel Shopper Marketing Controller at CCE comments: "'Relentless' is growing at an exceptional rate and the introduction of new Juiced Energy Berry will further strengthen the brand's position within the sector. In just three years 'Relentless' has introduced innovative new varieties to suit different tastes and we expect 'Relentless' Juiced Energy Berry to continue to extend the brand's success in 2009".
'Relentless' Juiced Energy Berry will be available in 12 x 500ml cases and will join the existing variants - 'Relentless' Origin, 'Relentless' Juiced Energy Tropical and 'Relentless' Inferno.
For stockist details retailers should contact 08457 227 222.
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AC Nielsen, Total Coverage, Value Sales, 52 w/e 17/01/2009
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AC Nielsen, Total Coverage, Value Sales, 52 w/e 23/08/20084
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ACNielsen, Total Coverage, Value Sales, 52 w/e 23/08/2008
Notes to editors
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.'Relentless' and 'No Half Measures' are registered trademarks of The Coca-Cola Company.
For further information please contact:
Frankie Mercieca - Frankie@mercieca.co.uk 020 7482 8584
Anna Carradice French - Anna@mercieca.co.uk 020 7482 8595
