Powerade enters the Energy Sector

Tuesday, April 12, 2011

This month, Coca-Cola Enterprises Ltd (CCE) is launching the successful sports and fitness drinks brand Powerade, into the Energy sector. Powerade Energy is the first soft drinks product that is positioned to provide 'Dual Energy' and is available from the beginning of May.

The current Energy offering in GB consists of two main types of products - Stimulate Energy Drinks and Revive Energy Drinks.  Powerade's new 'Dual Energy' proposition will enable CCE to meet the consumer need for a third type of Energy - Sustained Performance Energy.

This brand new proposition combines the latest nutrition technology to create 'Dual Energy' that helps to energise fast, and sustain performance:-

1. Fast absorbing glucose plus caffeine help deliver energy and focus. With added b-vitamins.
2. A balanced blend of carbohydrates plus caffeine help to sustain performance

Powerade Energy is designed to help provide additional energy to people undertaking intense physical activity as part of their lifestyle[1].

The new lightly sparkling product is available in two pack sizes, 500ml [2] and 375ml plastic bottles (PET). Powerade Energy comes in two great tasting flavours - Sparkling Berry and Sparkling Orange and contains 5% real fruit juice, as well as natural flavours and no artificial colours.

Stuart Agates, Head of Energy at CCE, comments: "Powerade Energy is the first Energy Drink in GB to launch a 'Dual Energy' proposition.  It's the culmination of over two year's product research. We are really excited to introduce this innovative new product to our Energy portfolio. It offers a fantastic new sales opportunity for our retail customers.

"AC Nielsen estimate the category opportunity for 'Sustained Energy' Drinks is up to £500m and we are confident that with this great tasting and functional innovation from Powerade we can help the Energy sector to continue to build strong momentum as the number one driver of growth for the soft drinks category[3]."

The launch of Powerade Energy will be supported by a multi-million pound marketing campaign, including TV, Outdoor and Digital advertising as well as targeted sampling activity. The brand has also invested in eye-catching channel specific point of sale, including shelf trays, chiller stickers, a range of FSDUs, wobblers and bus-stops in wholesale and cash and carries.

Notes to editors

For further information and photography, please contact Carly or Frankie at Mercieca on 020 7485 0100 or cocacolaenterprises@mercieca.co.uk.

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

About Coca-Cola Enterprises:
Coca-Cola Enterprises, Inc. is the world's third-largest independent Coca-Cola bottler.  CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.

In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs around 4,500 people across England, Scotland and Wales at manufacturing sites, 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 makes, sells and delivers the following products in GB for The Coca-Cola Company (TCCC): Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbey Well, glacéau, Relentless, Powerade, Oasis and 5 Alive.  CCE in GB also makes, sells or delivers Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.

CCE has the largest share of soft drinks in the UK [4] 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 [5] and remains one of the most innovative brands in the world today.

Source:

[1] People undertaking intense physical activity as part of their lifestyle are defined as those who undertake high intensity sports or physically active recreational activities and people who undertake physically demanding work.

[2] The category growth opportunity for Sustained Energy Drinks is estimated at £500m in GB. This is larger than the existing £388m sales of Stimulate Energy Drinks and is also larger than the existing £267m sales of Revive Energy Drinks. Source: AC Nielsen Total Coverage £ MAT Latest Year to  WE 14.08.10. CBL 2005 & MUC Canadean.

[3] Nielsen Total Coverage MAT Latest Year w/e 14.09.10

[4] Nielsen Total Coverage to 25.09.10

[5] Nielsen Total Coverage to 25.09.10