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Grenade steps into UK energy drinks market with Grenade Energy

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Protein products maker Grenade has expanded into the increasingly-competitive UK energy drinks category with the launch of Grenade Energy.

Grenade Energy targets both the gym-goer and the wider consumer occasion

Grenade Energy targets both the gym-goer and the wider consumer occasion

The company claimed the drink is the first of its kind from a leading sports nutrition brand and targets "gym fanatics, on-the-go parents and busy workers". The product contains no sugar and has the caffeine equivalent of two espressos.

"There is no doubt that the sports and energy drinks sector is a large and dominating market - but in true Grenade style, we're offering something different to market, whilst immersing our brand into the category," said Grenade co-founder Alan Barratt.

Grenade Energy will initially retail on Amazon for GBP1.99 (US$2.60) per 33cl can before rolling out to UK stores including Holland & Barrett, Budgens and Londis.

The Coca-Cola Co shook up the UK energy drink market this year with the launch of Coke Energy, which has the flavour profile of the US company's flagship brand. Coca-Cola's minority partner, Monster Beverage Corp, has also added to the energy sector with the UK launch of Monster Espresso in February.

In an interview this year with just-drinks' sister site, just-food, Barratt said he wants Grenade to be the "Red Bull of sports nutrition".

Are full-sugar soft drinks the new niche? - Click here for  just-drinks comment


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