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Coca-Cola Australia has launched its first energy drink under the Coca-Cola brand. Coca-Cola Energy contains caffeine and guarana while still tasting like Coke. It will start appearing in shops later this month.

Coca-Cola Global chief marketing officer, Sparkling Business, Javier Meza says keeping the taste of Coke was at the heart of the recipe.

Coca-Cola Australia's marketing director Lucie Austin says the launch of Energy with and without sugar was part of the company's strategy to offer a "wider range of drinks for different lifestyles and occasions".

"We think it will appeal to busy people who are on the go who are looking for an extra energy kick with the great Coca-Cola taste," Austin says.

It is targeted at the 18-39 year old market. It was launched earlier in the year in Spain, Hungary and Great Britain with further roll outs later this year.

 

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The July/August edition of PKN Packaging News is out now. Whether you read it online or in print, it's packed with the latest news and insight for the packaging industry.