Coca-Cola is further diversifying its legacy brands, with the launch this month of its first Coca-Cola branded energy drink in Europe.
The beverage giant created Coca-Cola Energy with caffeine from naturally-derived sources, guarana extracts and B vitamins.
The drink contains 80 mg of caffeine in a 250 mL can, roughly equivalent to that in a double shot of espresso, and significantly higher than the 24mg of caffeine in a can of standard Coca-Cola.
The drink does not contain taurine – an amino acid often added to energy drinks.
“Coca-Cola Energy includes ingredients from naturally-derived sources and a delicious and refreshing taste of Coca-Cola,” says Javier Meza, global chief marketing officer, sparkling business, The Coca-Cola Company.
“We kept these two qualities at the heart of how we developed the recipe and are proud to offer it under the Coca-Cola brand, inviting people to try a new and different energy drink that is designed to complement upbeat and busy lives.”
The drink, which is designed primarily for young adults aged 18 to 35, will be available in 250-ml cans with a no-sugar option also available.
Coca-Cola Energy will debut in Spain and Hungary, with plans to expand into additional markets in the future.
“We plan to introduce Coca-Cola Energy in additional countries through 2019 and 2020,” said Meza. “We will confirm plans and timings if a decision is made to launch this new brand in a certain market.”
The energy drink is part of Coca-Cola’s plans to diversify its legacy brands and expand its total beverage portfolio. The soft drinks giant has expanded its portfolio in recent years to include organic teas, juices, enhanced waters, ready-to-drink coffees, as well as new variants of Coca-Cola.