Coca-Cola South Pacific has launched a new flavour to the POWERADE ION4 range.
The soft drinks giant said the new POWERADE Pineapple Storm ION4 + Coconut Water forms part of the brand’s strategy to continue to drive innovation in the hydration and sport drinks portfolio.
“The expansion of the POWERADE ION4 range to include POWERADE Pineapple Storm ION4 + Coconut Water is an exciting step forward. This launch provides an opportunity to demonstrate the innovation inherent to Powerade to new and existing customers,” said Bridget Slipper, brand manager operations, Hydration Portfolio. “We’re excited to share what Powerade has to offer in a new flavour as part of our strategy to drive growth through the continual refinement of our hydration and sport drinks range.”
The new drink offers a refreshing twist on hydration, combining the fruity flavour of pineapple and the refreshing taste of coconut water. Tapping into the growing appeal of coconut water over the past few years, POWERADE said it is leveraging the popularity of coconut water without compromising on the brand’s equity in its ION4 formulation and sporting performance credentials. The launch will be supported by a targeted marketing campaign with a focus on out-of-home channels.
The soft drinks giant said the unique flavour innovation was introduced to meet contemporary consumer needs in the sports category. Primarily aimed at physically active 16-39 year-olds, the new beverage has the same benefits as the POWERADE ION4 range, which helps to replace a range of the electrolytes lost through sweat: sodium, potassium, calcium and magnesium, plus the great flavours of pineapple and coconut.
POWERADE Pineapple Storm ION4 + Coconut Water is available nationwide in all major and independent retailers in a 600ml serve for a limited time only.
