UK | Coca-Cola Europacific Partners (CCEP) is bringing even more flavour to the energy drinks category, tapping into the strong demand for Guava-flavoured drinks, especially among Gen Z in the UK.
The energy drinks category is worth more than GBP 2.1bn in retail, and demand for flavoured energy has continued to deliver GBP 881.7m in value sales over the past year.
Relentless is the fourth energy drinks brand in the region and is worth GBP 37.6m, driven by a strong core range and a successful approach to innovation.
Its entire line-up is low sugar and HFSS compliant. Relentless Fruit Punch has become the most successful NPD launch in the accessible energy sub-segment over the last year.
Consumers, particularly young adults, are seeking low-sugar options in energy drinks.
The new, sweet-but-tangy Guava flavour is the ideal fruity refreshment for the summer months, designed to fuel the growth of Relentless.
Rolling out from the 10th of May, Relentless Guava comes in a bold pink can design with the recognisable Relentless ‘R’ motif in the centre, in plain and price-marked 500ml packs for shoppers to enjoy on the go.
“The energy drinks category continues to boom and is now worth more than GBP 2.1bn in GB and growing, with innovation key to driving this momentum. This latest arrival follows the introduction of Relentless Fruit Punch, which has generated more than GBP 1.7 million value sales since launching in May 2024,” said Helen Kerr, Associate Director of Portfolio Development at Coca-Cola Europacific Partners GB (CCEP).
“We know that 67 percent of energy drinkers prefer a chilled energy drink, so we’re encouraging retailers to stock up on new Relentless Guava variant and give it some space in the chiller, while amplifying visibility with impactful in-store activation to maximise sales at launch.”
The launch will be supported by influencer and ambassador partnerships, in-store sampling and brand takeovers at key music and cultural events, building on the brand’s longstanding association with the music scene.
Convenience retailers can also drive excitement in-store with Relentless Guava POS materials and digital downloads.
