CCEP hopes new energy drink will work out just fine

Reign Total Body Fuel

Coca-Cola European Partners (CCEP) has entered the performance energy drinks sector with Reign Total Body Fuel, a new range from Monster Energy that targets the nation’s gym lovers.

Reign Total Body Fuel is designed to be consumed pre- and post-workout and contains 200mg of natural caffeine. The no sugar, no calorie range also contains several ingredients intended to enhance performance, including branched-chain amino acids (BCAAs), which can help to prevent protein muscle breakdown, and L-arginine, which improves blood flow and stimulates the release of growth hormones.

Additionally, the range is enriched with Vitamins B3, B6 and B12, which all contribute to reducing fatigue and normalising metabolism, and the drinks contain no artificial colours or flavours.

Reign will be available in four flavoured variants – Melon Mania, Razzle Berry, Lemon Hdz and Sour Apple – in outers of 12 x 500ml cans (plain and price-marked at £1.49).

The launch will be supported by event and venue sponsorships along with sponsored digital content and in-store POS materials.

Simon Harrison, Vice President, Commercial Development at CCEP GB, said: “Within eight months of launching in the US, Reign gained a 25% market share of workout energy drink sales so we’re confident that the brand and its great-tasting liquid with functional benefits will appeal to consumers in GB.”