Coca-Cola Europacific Partners (CCEP) has launched a new Relentless Zero Sugar range, which includes two flavours – Peach and Raspberry – and a bold new pack design to broaden the appeal of the brand.
The new fruity variants are designed to fuel additional growth of the Relentless brand, which is worth over £46m and up 10% in value over the past year. It will also help retailers tap into the growth of the wider energy drinks sector – now worth a whopping £1.52bn – and the continued popularity of sugar-free drinks.
Relentless Zero Sugar Peach and Relentless Zero Sugar Raspberry are available now in both plain and price-marked 500ml packs.
The launch will be supported by an integrated campaign that includes digital, PR, influencer and in-store activity under the brand’s #WithoutLimits positioning.
Relentless will also roll out new POS materials including shelf strips, totems, wobblers and free-standing display units. Convenience retailers can request these via My.CCEP.com from June.
Martin Attock, Vice President of Commercial Development at CCEP GB, said: “The new Relentless Zero Sugar flavours will bolster our zero-sugar offer and help retailers capitalise on the increased demand for energy drinks without sugar. We’re confident these new flavours and bold packaging designs will bring excitement to the energy fixture and drive sales, so we’re urging retailers to get stocked up.”