Coke steps up sports drinks battle with relaunch of Powerade

Coca-Cola Europe (CCE) has stepped-up its battle with Lucozade Sport, owned by GlaxoSmithKline, in the sports drink sector with the relaunch of its Powerade brand.

Powerade, available in the UK since the Spring, has been given a new look and is set to benefit from a £7m marketing spend as part of what Coca-Cola claims to be its "biggest European product launch for 20 years since the introduction of Diet Coke".

The relaunch will see the unveiling of three new flavours - Ice Storm, Gold Rush and Citrus Charge - and an isotonic "Liquid8" formula designed to "prevent dehydration and the onset of muscle fatigue".

Ian Deste, marketing director at CCE, said: "With highly effective new packaging and a powerful marketing campaign, Powerade will drive the sports drinks segment to new heights."

The UK sports drink segment is currently growing at 58 per cent in volume and 33 per cent in value.

Meanwhile, CCE has dismissed calls to change its £103m marketing plans for promoting the Harry Potter movie despite a stream of criticism from fans of the children's books.

The soft drinks company is to pursue its link-up with Harry Potter, one of the biggest marketing deals in history, in the face of condemnation from health and nutrition bodies, who say the joint venture encourages unhealthy eating.

As part of the joint-venture, Coca-Cola is funding a programme encouraging UK teenagers to become mentors for younger children and is providing books for school libraries.