Powerade brings out zero cal drink

01 October, 2010

CCE has launched a zero-sugar, calorie-free version of its Powerade fitness drink.

Powerade Zero will be available in Berry & Tropical and Red Fruits flavours.

The product has already been launched in the US where it has sales of US$181 million, according to Nielsen Databank.

The launch is being supported by TV, outdoor and press advertising.

There will also be digital activity and sampling opportunities, and heptathlete Jessica Ennis will continue to front the Powerade brand as official ambassador.It is the official fitness drink of Team GB athletics.

Trade communications manager Selena Taylor said: “The launch of Powerade Zero represents a huge opportunity to drive profits for retailers in the sports and energy sector.

“There are 1.8 billion active sporting occasions among Powerade’s core audience each year.”




Bookmark this


Site Search

COMMENT

Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter