Relentless goes sugar free with the launch of Libertus

Monday, January 10, 2011

This January, Coca-Cola Enterprises Ltd (CCE) is extending its Relentless portfolio with the launch of a new variant, Libertus. The new sugar-free product will also unveil a new look across the rest of the range with an eye-catching insignia on one side of the pack and the original Relentless logo on the other.

Libertus contains just 20 calories per 500ml can, with the same great flavour and the same amount of caffeine, taurine and B6 and B12 vitamins of Relentless Origin. The new sugar-free variant has been developed to meet the consumer needstate for mental renewal and recharging without the sugar, and to offer consumers more choice when shopping the sector.

Always innovative, Relentless continues to push the boundaries of cutting edge on-pack design. New Libertus and the existing range are set to deliver striking on-shelf stand out allowing retailers to alternate display with either a facing of the Relentless insignia or the original logo. In addition to the new-look pack, each of the current variants has been given a new name - the existing 'Origin' and 'Inferno' variants will be joined by 'Immortus' and 'Devotion', previously called 'Juiced Tropical' and 'Juiced Berry'. Flavour descriptors will also feature prominently on the front of pack for customer information.

Stuart Agates, Head of Energy at CCE, comments: "Relentless continues to offer retailers a great sales opportunity, it's performing extremely well and is now worth £52.2m[1]. 90%[2] of Relentless shoppers want diet drinks on the go, so the launch of Libertus is a great addition to the brand portfolio. It will increase shoppers' choice in diet energy and offer new usage occasions, adding additional value to the energy sector.

"Relentless is an exciting, innovative brand and the new insignia and eye-catching pack design across the range will create strong in-store presence for shoppers. Our multi-million pound marketing campaign in 2011 will continue its association with music, action sports and motor sports, including headline sponsorships of major festivals in GB. "

For stockist details retailers should contact 08457 227222.

-End-

For more information, please contact Carly at Mercieca on

020 7485 0100 or cocacolaenterprises@mercieca.co.uk

[1] Nielsen Total Coverage MAT w/e 04.12.10

[2] Kantar World Panel On The Go and Take Home

Notes to editors

Notes to Editors

• Energy continues to be the fastest growing sector in the soft drinks category[1] in GB and offers retailers a great sales driver
• Relentless Origin is the best selling 500ml energy drink[2] in GB
• Research shows the diet sub-sector to perform strongly in the US, up +17%[3] vs. last year, and with over 30% of all energy shoppers in GB purchasing diet soft drinks over the last year[4] it demonstrates a strong opportunity for the sub-sector in GB

CCE Open More Business Category Advice

Energy drinks tend to be purchased either first thing in the morning or at lunchtime[5]. Therefore, to maximise sales it's important that retailers have a good range of key brands and popular formats stocked in the chiller ready and waiting for those predictably busy periods.

It's also worth considering linked deals with complementary categories. Newspapers, for example, are a common item to be bought alongside energy drinks, making them a logical choice to provide a simple and effective way of increasing shopper spend.

Laying out your Energy Drinks together will make it makes it easier for shoppers to find what they want. Layout should be clear to help shoppers make a choice quickly and easily.

• Avoid single facing
• Ensure all products are priced
• Clear merchandising makes shopping easier

The Relentless portfolio includes:

Relentless Libertus

Each 500ml serving contains 20 calories, caffeine, vitamins B6 and B12 and taurine

Pack size: 500ml

Outer size: 12 in a case

Relentless Origin

Each 500ml serving contains caffeine, vitamins B6 and B12 and taurine

Pack size: 500ml

Outer size: 12 in a case

Relentless Inferno (Orange)

Each 500ml serving contains caffeine, vitamins B6 and B12 and taurine

Pack size: 500ml

Outer size: 12 in a case

Relentless Devotion (Juiced Berry)

Each 500ml serving contains caffeine, vitamins B6 and B12 and taurine

Pack size: 500ml

Outer size: 12 in a case

Relentless Immortus (Juiced Tropical)

Each 500ml serving contains caffeine, vitamins B6 and B12 and taurine

Pack size: 500ml

Outer size: 12 in a case