Vitaminwater Enters the Energy-Drink Category

Rolls out caffeinated line extension in four flavors

Published in CSP Daily News

NEW YORK -- Coca-Cola Co.'s vitaminwater is entering the energy category with vitaminwater energy, a lightly-carbonated beverage that features a natural energy boost from green coffee-bean extract.

Vitaminwater energy features natural flavors and sweeteners without added preservatives or sodium. it provides an option for those who could benefit from a natural energy kick.

“There is a large contingent of people that likes the functionality of energy drinks but are looking for one that is straightforward and simple, one that’s going to give them a kick from a source they can understand,” said Scott Hargrove, group marketing director, vitaminwater. “Vitaminwater energy has a clear-cut formula that gives people a natural energy boost so they can get the most out of their natural talents.”

Offered in a sleek 11.5-oz. can, vitaminwater energy is available to convenience stores around the country in three flavors: strawberry-lime, berry-punch and orange-mango. A fourth flavor, raspberry-citrus, is available exclusively at 7-Eleven stores. The beverage is sweetened with a blend of cane sugar and stevia leaf extract. It contains 80mg of caffeine (from green coffee-bean extract) and 50 calories per can. The suggested retail price is $2.29.

The Coca-Cola Co., Atlanta, is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, the company's portfolio features 16 billion-dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle.