New energy drinks from Coca Cola

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Related tags: Coca-cola, Coca-cola enterprises

Coca-Cola Enterprises (CCE) will launch two new formats in its Relentless energy drink range across the on-trade next month.Relentless Origin and...

Coca-Cola Enterprises (CCE) will launch two new formats in its Relentless energy drink range across the on-trade next month.

Relentless Origin and Relentless Juiced Tropical will be available in new 250ml bottles from February 16.

The bottle size has been chosen so that the products can be positioned as mixers.

CCE licensed trading director Andy Slee said: "Energy is a hugely exciting opportunity for the UK on-trade and is currently growing faster than the overall soft drinks' category.

"Extensive research has shown that the vast majority of energy drinks sold in the on-trade are in fact, used as mixers. The launch of Relentless Origin and Relentless Juiced Tropical therefore could not be better placed to offer consumers more choice. Relentless' is an established and popular brand in the off-trade and fans of the drink will be excited to see it in an exclusive on-trade serve of 250ml."

CCE is dedicating £7m to supporting the 'Relentless' brand in 2009, with increased investment in outdoor advertising and events sponsorship. This will be supported by new branded glassware and point-of-sale material.

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