Coca-Cola Europacific Partners (CCEP) has announced the launch of Relentless Fruit Punch, bringing even more flavour to the energy drinks category.
The business said the new tropical flavour is the ideal fruity refreshment for the summer months and designed to fuel growth of Relentless, which is the number four energy drink brand in GB worth £45m.
Rolling out in May, Relentless Fruit Punch comes in an eye-catching vibrant pink can design with the recognisable Relentless "R" motif in the centre, coming in plain and price-marked 500ml packs for shoppers to enjoy on-the-go.
This summer, Relentless will also be launching a digital promotion for brand fans to win JBL audio prize bundles including partybox speakers and headphones.
“The energy drinks market is booming and is now worth more than £2bn in GB and growing, and innovation is key to driving this momentum. This latest arrival follows the introduction of the Relentless Zero Sugar range, which has generated nearly £9m since launching in summer 2022 and continues to deliver double digital volume and value growth,” commented Helen Kerr, associate director of portfolio development at CCEP Great Britain, said.
“Over the last decade energy drinks have become more mainstream, offering the same great taste and choice of soft drinks with added functional benefits. We know that energy shoppers are three times more likely to buy innovation v’s wider soft drinks, so we’d recommend that retailers tap into this by stocking up on the new Relentless Fruit Punch variant.”
Relentless Fruit Punch joins the six strong Relentless portfolio which includes Origin, Cherry, and Passion Punch, alongside its Zero Sugar range of Watermelon, Peach and Raspberry.
A £1 PMP will be available from June and convenience retailers can also drive excitement in-store with Relentless Fruit Punch POS materials and digital downloads, available from My.CCEP.com.
