NORTH AMERICA – Leading fizzy drinks manufacturer Coca-Cola has announced plans to discontinue Coca-Cola Energy in North America, less than two years since it launched in the market.
Coca-Cola Energy which was the company’s first energy drink launched in the US in January 2020 along with a new exclusive cherry flavour.
The drink was first released in Spain and other European countries back in 2019 but has not achieved the traction that Coca-Cola had hoped to get in its home market.
In a statement, the maker of Coke soda brand said that the decision to discontinue the drink in North America forms part of the company’s efforts to streamline its portfolio.
The company will now focus on products such as its traditional sodas and sparkling flavoured waters, which are said to have performed better amid the pandemic.
“As we emerge stronger from the pandemic, our strategy is focused on scaling big bets across a streamlined portfolio and experimenting in an intelligent and disciplined manner,” said Coca-Cola in a statement.
“An important component to this strategy is the consistent and constant evaluation of what’s performing and what’s not. As we scale our best innovations quickly and effectively like AHA and Coca-Cola with Coffee, we need to be disciplined with those that don’t get the traction required for further investment.”
Following the move, Coca Cola Energy will disappear from the North America market by the end of the year but will still remain in some select markets such as Europe where it is performing according to expectation.
PepsiCo unveils new Gatorade sports drink
Meanwhile, Coca Cola competitor PepsiCo has expanded its energy drinks portfolio with the launch of a newest Gatorade sports drink that is said to have Less sugar and more electrolytes.
It contains Gatorlyte contains less sugar than regular Gatorade and features a five-electrolyte blend, including sodium, potassium, calcium, chloride and magnesium.
Each 20-oz bottle contains 50 calories and 12 grams of added sugars, as opposed to 48 grams of added sugars in original Gatorade.
The company says that the new Gatorlyte which is available in cherry lime, orange and strawberry kiwi flavors was designed for athletes seeking “rapid rehydration.”
The launch follows PepsiCo’s unveiling of Soulboost, a functional sparkling water brand that is available in two varieties: Lift and Ease.
The Lift variety has 200 mg of panax ginseng to help support mental stamina, according to the company. It is available in blueberry pomegranate and black cherry citrus flavors.
The Ease variety has 200 mg of L-theanine and is formulated to help people relax. It is available in blackberry passionfruit and strawberry rose.
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