Coca‑Cola Europacific Partners (CCEP) is rolling out Relentless White Citrus in Great Britain from early March.
The launch lands in 500ml cans in both plain and £1 price‑marked packs, featuring a striking opaque white design with the familiar Relentless ‘R’ motif for on‑shelf standout.
Marketing support includes influencer and ambassador partnerships, in‑store sampling and brand takeovers at key music and cultural events, reinforcing the brand’s long‑running ties to the music scene.
Convenience retailers can access POS materials and digital downloads from MyCCEP.com to build visibility at launch. With 67% of energy drinkers preferring chilled products, CCEP encouraged retailers to give White Citrus prominent chiller space to maximise trial and repeat.
Relentless sits as the number one brand in the affordable energy sub‑category, with a low‑sugar, HFSS‑compliant line‑up built around flavour innovation. White Citrus builds on citrus being the number one flavour profile in energy and follows Relentless Guava, which has already delivered over £2.3m in value sales since launch. The range now includes Origin, Cherry, Guava and White Citrus, all available in the £1 price‑marked format.
The energy drinks market is worth more than £2.4bn in retail, while flavoured energy is worth £1.3bn and growing at 18.1% year on year. With 74% of young adult consumers keen to try new and exotic flavours, White Citrus is designed to meet that demand and recruit new shoppers.
