CCE Supports Team GB With The Launch Of Powerade Zero

Monday, September 06, 2010

This October, Powerade, the fitness drink choice of Team GB, from Coca-Cola Enterprises Ltd (CCE) is launching the first zero sugar, calorie free [1] product to the market. Enhanced with an advanced mineral system, including sodium that hydrates the body without the energy of regular sports drinks, new Powerade Zero will be available in Berry & Tropical and Red Fruits flavours.

Already highly successful in the US, worth $181m [2], Powerade Zero is the first fitness drink to be free of sugar and calories. It has been developed with sports scientists and is the official fitness drink of Team GB. Early consumer testing has been positive, with an average of 77% [3] of people saying they would definitely or probably buy.

Selena Taylor, Trade Communications Manager at CCE, comments:
"The launch of Powerade Zero represents a huge opportunity to drive profits for retailers in the Sports & Energy sector.  There are 1.8bn active sporting occasions [4] among Powerade's core audience [5] each year. Currently, during these occasions 79% drink water and only 15% of consumers drink sports drinks [6]. Out of the 79% that drink water, 52% reject sports drinks because of the high sugar and calorie content [7]. The introduction of Powerade Zero solves this issue, offering an alternative choice, appealing to a wider audience of men and women as well as a combination of both fitness seekers and sportsmen."

As well as impactful POS in-store, the launch of Powerade Zero will be supported by a multi-million pound media investment, including TV, outdoor and press advertising, digital, sampling and activation in gyms. Heptathlete, Jessica Ennis, also continues to be the official brand ambassador for Powerade, following the announcement earlier this year.

- ENDS -

For more information please contact Carly at Mercieca on
020 7458 0100 or cocacolaenterprises@mercieca.co.uk

Notes to editors

'Powerade' is a registered trade mark of The Coca-Cola Company

About Coca-Cola Enterprises:
Coca-Cola Enterprises Ltd (CCE) is a UK based subsidiary of Coca-Cola Enterprises Inc, the world's largest marketer, producer and distributor of The Coca-Cola Company's (TCCC) products.

CCE manufactures and distributes products for TCCC as well as products for other brand-owners, throughout England, Scotland and Wales, employing around 4,500 people in Great Britain across seven manufacturing sites and a number of regional offices and depots.

CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.

CCE manufactures and distributes the following TCCC brands: Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbeywell, glaceau, Relentless, Powerade, Oasis and 5 Alive. In addition, CCE also distributes Monster, Appletiser, Ocean Spray (from 2010) and Capri-Sun on behalf of other brand owners.

CCE has the largest share of soft drinks in the UK [8] with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink [9] and remains one of the most innovative brands in the world today.  

[1]Less than 4 cals per 100ml is regarded by food scientists as calorie free
[2]Nielsen Databank MAT Month Ending Sept 2009. Supermarkets, Convenience, Mass Merchandisers & Drug
[3]Source: Engage ZERO Quantitative Research December 2009. N=600
Source: Marketing Sciences February 2010. N=600
[4]Millward Brown 2007 - Inside Sport segmentation
[5]Adults aged 16-44
[6]Nielsen Total Coverage MAT w/e 24.04.10
[7]Engage Research Project Tiger May 2008
[8]AC Nielsen Total Coverage to 31.10.09
[9]AC Nielsen Total Coverage to 31.10.09