US: Coke to launch sugar-free Full Throttle variant
Soft drinks giant Coca-Cola has added a sugar-free variant to its Full Throttle energy drink brand. Sugar Free Full Throttle will be available nationwide from mid-August, being sold primarily through local convenience stores, with additional availability in other retail locations.
The new variant will be sold in 16-ounce cans and four-can multi-packs. Coca-Cola said Sugar Free Full Throttle would be competitively priced in comparison with other energy drinks on the market.
Having been launched in late-2004, the core Full Throttle brand now claims a 7.8% share of the energy drink category, Coca-Cola says, and according to Nielsen data is now available in 78% of convenience retail locations in the US.
"The Full Throttle brand has consistently driven growth in the energy drink category since its introduction, and Sugar Free Full Throttle will keep our momentum going," said Mary Herrera, director of marketing for sports and energy drinks, Coca-Cola North America. "Based on our results in test markets, we expect Sugar Free Full Throttle to increase consumption occasions among current energy drink users and appeal to new consumers seeking the raw energy Full Throttle provides."
The Full Throttle brand is supported by an ongoing comprehensive marketing package including radio, print and poster advertising, as well as a nationwide sampling programme at sporting events, concerts and college campuses.
Sectors: Soft drinks
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