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Coca-Cola targets Red Bull with Coke Energy launch

Coca-Cola has fired a shot across the bow of Red Bull with the launch of its own energy drink duo.

It will launch full-sugar and no-sugar versions of Coca-Cola Energy from April, putting it at loggerheads with Red Bull after months of speculation Coke was readying a play.

Billed as offering “a great Coca-Cola taste that people already know and love”, the 250ml drinks are made with caffeine from “naturally derived sources”, as well as guarana extracts and B vitamins, but without the amino acid taurine, which is a key ingredient in Red Bull.

Coca-Cola general manager for GB & Ireland Jon Woods said the move into energy drinks was part of the business’ strategy to “offer people a range of drinks to meet different lifestyles and occasions”.

It will be backed by an integrated marketing campaign. Coca-Cola did not disclose an rsp for the new drinks.

Source: The Grocer Apr 4 | Competitor News