Coca-Cola Enterprises Ltd (CCE) is introducing a new fruity flavour Relentless variant this May. Relentless Apple & Kiwi is available in 500ml can format and takes the range to six.
To coincide with the new flavour launch, the entire Relentless portfolio has also undergone a bold makeover. The new packs have a brighter, eye-catching design for greater stand-out on shelf and to ease shopper choice.
Relentless is now worth over £63m, having grown by 17.1% year-on-year . Relentless Origin continues to be the best-seller within the range, whilst last year’s addition, Relentless Sugar Free, accounts for nearly £4m of value sales . The current line-up of six variants also includes Relentless Orange, Relentless Tropical Juiced and Relentless Berry Juiced.
Stuart Agates, head of energy at CCE, said: “We’re confident the delicious new Apple & Kiwi variant will be a big success with consumers this summer. Relentless is a key brand within the Energy sector and it’s important we maintain its growth with innovation to offer further choice for different consumer needs.
“2012 is set to be a huge year for the brand. With the new flavour, new packaging and a high profile marketing campaign to follow this summer, we expect consumer awareness to be at an all time high. Retailers should ensure they are stocked up with the full Relentless portfolio, which is also available in Price Marked Pack format.”
