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.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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