Four Energy Drinks Ready to Launch

Published in CSP Daily News

Coca-Cola, Hansen both adding to beverage lines

ATLANTA -- On the heels of the launch of Full Throttle energy drink in late 2004, Coca-Cola North America is gearing up to expand its growth in the energy-drink category with the introduction of Sugar Free Full Throttle. Meanwhile, Hansen Natural Corp. is launching three new energy drinks.

Sugar Free Full Throttle will hit shelves nationwide in mid-August, primarily at convenience stores, with additional availability in other retail locations. Sold in 16-ounce cans and four-can multi-packs, Sugar Free Full Throttle will be competitively priced [image-nocss] with other energy drinks on the market, according to the company.

Sugar Free Full Throttle represents the next step for the Full Throttle brand, which has achieved a 7.8-percent share of the energy-drink category, according to AC Nielsen data, and is currently available in 78 percent of all convenience retail locations in the United States.

The Full Throttle brand has consistently driven growth in the energy-drink category since its introduction, and Sugar Free Full Throttle will keep our momentum going, said Mary Herrera, director of marketing for sports and energy drinks, Coca-Cola North America, Atlanta. Based on our results in test markets, we expect Sugar Free Full Throttle to increase consumption occasions among current energy-drink users and appeal to new consumers seeking the raw energy Full Throttle provides.

A comprehensive marketing campaign will support the introduction, including radio, print and outdoor advertising, as well as a national sampling program traveling to sporting events, concerts and college campuses.

The three new products from Corona, Calif.-based Hansen Natural include Monster Energy Khaos, Lost Five-0 and Lost Perfect 10, all in 16-ounce cans. The company said Lost Five-0 is carbonated and contains fruit juice. Lost Perfect 10 is a low-carb energy drink, and Monster Energy Khaos is carbonated and contains fruit juice.

Hansen Natural Corp. markets and distributes Hansen's Natural Sodas, Signature Sodas, fruit juice smoothies and energy drinks, among other beverages. Hansen can be found on the Web at