Coca-Cola decides to compete in energy market

Coca-Cola Ireland will expand its portfolio with the launch of Coca-Cola Energy, the first energy drink under the Coca-Cola brand.

Coca-Cola Energy features caffeine from naturally-derived sources, guarana extracts, B vitamins and no taurine. It will be available in 250ml cans and with and without sugar.

Coca-Cola Energy will launch in April.

Petre Sandru, country manager, Coca-Cola Ireland, said the strategy is to offer drinks that meet different lifestyles and occasions.

“We’re launching Coca-Cola Energy with and without sugar and we’ll continue to expand and diversify our range of products to offer Irish consumers a wider choice of drinks,” Sandru added.

Coca-Cola Energy will be supported by an integrated marketing campaign.

The new drink is largely aimed at 18 to 35s.

Recent additions to the Coca-Cola range include Fuzetea, Adez and Smartwater.

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