The UK energy drinks sector is currently worth nearly £600m and makes up 75% of all performance drink sales.
Having developed the 500ml sector and then added a refreshment variant with Relentless Inferno in August 2007, Relentless has already added incremental growth to the UK energy drinks category and is worth £13.9m.
Relentless Juiced is the first energy juice from a brand specifically developed for UK consumers. Research has shown that 97% of consumers claim an energy need but only 30% currently buy an energy drink because of the taste and perceived naturalness of the drinks already available.
The launch of Relentless Juiced gives consumers more choice and is expected to attract new shoppers to the category.
Sarah Mitchell, Performance Controller at CCE, comments: “Sports and energy remains the fastest growing sector in soft drinks and is growing at +21.2%, with CCE performance drinks growing by +66.2%. Having brought some much needed innovation to the energy drinks sector, Relentless has built up a loyal consumer base. We expect great tasting Relentless Juiced to attract consumers from morning coffee or juice occasions, as well as offering existing energy drink shoppers a product which could increase the frequency of their energy drink consumption. The premium price point will distinguish Relentless Juiced from Relentless and will also drive value growth in the sector.”
Relentless will continue to invest significantly in further growing the brand and the sector in 2008. The £5m multi-media activity throughout 2008 will include above the line activity, sponsorship and experiential sampling aligned to core action sports, motorbike racing and modern rock music. All sponsorship will be relevant to the Relentless target audience of men aged 18-40.
Relentless Juiced should be merchandised next to Relentless and Relentless Inferno in coolers and at other key impulse points in the store. Specific eye-catching point of sale is also available for Relentless Juiced.