The Coca-Cola Company is preparing to launch a new energy drink - a first for the Coca-Cola brand - in Europe this month.
Coca-Cola Energy is said to taste like Coke but has been formulated with caffeine from naturally derived sources, guarana extracts, B vitamins and no taurine.
There will be both a no-sugar and no-calorie option of Coca-Cola Energy with both varieties offered in 250ml cans.
“Coca-Cola Energy includes ingredients from naturally-derived sources and a delicious and refreshing taste of Coca-Cola,” Coca-Cola Company global chief marketing officer sparkling business Javier Meza said.
“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.”
Meza said the new Coca-Cola Energy is an energy drink with 80mg of caffeine (per 250 ml) versus Classic Coca-Cola with 24mg of caffeine (per 250ml).
The company says the launch of Coca-Cola energy is the latest in the evolution strategy of its drinks portfolio bringing the market drink such as organic teas, juices, enhanced waters and ready-to-drink coffees.
Initially launching in Spain and Hungary, The Coca-Cola Company said there are plans to add the new Energy Coke to other markets in the future.
