Powerade moves into energy drinks

Powerade: Jessica Ennis in the brand's 'zero' campaign
Powerade: Jessica Ennis in the brand's 'zero' campaign

Coca-Cola Enterprises (CCE) is extending its sports drink Powerade into the energy sector with the launch of Powerade Energy.

CCE claims that Powerade Energy is the first soft drinks product that will provide "dual energy". It will hit stores at the beginning of May.

The company believes Powerade Energy offers something new to the energy category. It claims there is an unsatisfied consumer demand for "sustained performance energy", which is Powerade Energy's sales proposition.

Powerade Energy will be supported by a multimillion-pound marketing campaign running across TV, outdoor and digital. It is unconfirmed, but Mother is expected to handle the creative.

CCE claims the category has estimated sales of up to £500m.

Powerade Energy will be available in two pack sizes, 500ml and 375ml plastic bottles, and in two flavours, Sparkling Berry and Sparkling Orange.

The drink contains 5% real fruit juice, as well as natural flavours, and has no artificial colours.

CCE would not disclose how much the drink would cost.

Powerade Energy marks the latest brand extension for Powerade. Previous brand extensions include Powerade Zero and Powerade ION4.

Powerade is the official sports drink of the Fifa World Cup, London2012, Team GB, the RFU and the Football League.

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