Coca-Cola Europacific Partners (CCEP) is responding to consumer demand for more choice from the Powerade brand by adding Powerade Golden Mango to its line-up ahead of a busy summer of sport.
Sports drinks are worth nearly £408m in GB, growing in value by over 45 per cent, and volume by 20 per cent – more than any other sub-category in the soft drinks sector by value and volume.
The Powerade brand is the number-four sports brand in GB, and is in both value and volume growth – driven by Powerade Mountain Blast – Berry & Tropical.
Available now, the isotonic sports drink Powerade Golden Mango has a tropical flavour profile and comes in 500ml plain packs. Like the rest of the range, it contains Vitamin B6, which may contribute to the reduction of tiredness and fatigue to a normal energy-yielding metabolism.
Powerade also has a new modernised packaging design to drive standout on shelf and greater readability of the product claims which include “Bold Hydration for Body & Mind”.
As part of Coca-Cola’s official partnerships with UEFA EURO 2024 and the Olympic Games Paris 2024, the Powerade brand aims to be front of mind with consumers. The rings featured on-packs of Powerade Golden Mango create a strong visual connection to the Olympic Games this summer.
Convenience retailers can also request POS materials via My.CCEP.com to help bring the launch to life in-store.
“Powerade has huge potential, particularly with active lifestyles high on many consumers’ agendas and the sports sub-category doing so well within wider soft drinks,” said Rob Yeomans, Vice President Commercial Development at CCEP GB. “We hope that the new look and innovation will really excite our consumers and we look forward to seeing how retailers get behind the brand in store.”
