Ultra-energetic Kick

Fancy an energy boost but find the taste of energy drinks a bit overpowering? Global Brands has launched a new concept under its Kick Energy range to solve the problem.

Kick Ultra comes in a 70cl bottle and has been designed to sit alongside syrups and cocktail ingredients.

It has a "subtle flavour" which will allow consumers to add an energy shot to their favourite cocktails and mixed drinks, said marketing manager Justin Horsman.

The company is recommending that Kick Ultra is sold for £1 a shot.

"Each 25ml measure of Kick Ultra is equivalent to half a can of Kick Energy and the product's subtle flavour enhances a range of serves without overpowering the original taste," he added.

Kick Ultra also provides a low-calorie alternative to a full can of energy drink, with just 10 calories per 25ml serve.

The launch of the new concept will be supported with PoS, menu inserts, promotional visits and sales incentives for stockists.

Global Brands has also come up with a menu of signature serves including a cocktail, a long mixed drink and a soft drink and the company says it will invest in staff training programmes.