New product | CCEP

  • Coca-Cola Europacific Partners has unveiled two new additions to its Reign Total Body Fuel range – number one in the performance energy segment[1]
  • Reign Total Body Fuel Peach Fizz and Reign Total Body Fuel Orange Dreamsicle will help retailers tap into growing demand for functional energy drinks
  • Range expansion follows a record 18 months, which saw the brand outgrow its nearest competitor by more than three and a half times in value terms[2]

Coca-Cola Europacific Partners (CCEP) has expanded its Reign Total Body Fuel range of performance energy drinks with the launch of two refreshing new variants – Peach Fizz and Orange Dreamsicle.

Reign Total Body Fuel Peach Fizz is packed with the flavours of succulent peach and a hint of citrus fruits, while Orange Dreamsicle is inspired by the classic frozen treat with orange citrus and vanilla bean flavours.

Available now in both plain and price-marked packs*, and consistent with the rest of the range, the fruity new variants combine a number of performance-enhancing ingredients with 200mg of natural caffeine, to provide a functional drink that doesn’t compromise on taste.

Martin Attock, Vice President, Commercial Development at CCEP GB, said: Reign has continued to grow over the last year[3] by engaging fitness fans in the home. And now that gyms, functional fitness facilities and boot camps have reopened, there are more occasions to cater for than ever, so this is the perfect time for us to expand our range. Now worth over three times more than its closest competitor[4], we will maintain the momentum behind the Reign brand with a strong marketing programme to engage fitness enthusiasts, drive trial of the new variants and recruit new shoppers into the Reign brand both in store and within leisure facilities when consumers are training.”

Fuelling Optimum Performance

Engineered to fuel optimum performance during workouts and strength training, the Reign recipe includes branched-chain amino acids (BCAAs), which can help to prevent protein muscle breakdown, and L-Arginine, which improves blood flow and stimulates the release of growth hormones.

It’s also enriched with Vitamins B3, B6 and B12, which contribute to reducing fatigue and normalising metabolism. [5] And there’s no sugar, no calories and no artificial colours or flavours.

Reign Total Body Fuel launched just 18 months ago in GB with four variants – Melon Mania, Razzle Berry, Lemon Hdz, Sour Apple – the success of which has seen it grow rapidly to become the number one performance energy drink brand in GB[6].

Marketing Support

The full range, including Reign Total Body Fuel Peach Fizz and Orange Dreamsicle, is available in eye-catching warrior-themed packaging and is available in plain and price-marked packs (PMP £1.49)*. The brand is being supported by event and venue sponsorships as well as sponsored digital content and in-store POS materials featuring global and local fitness influencers including Game of Thrones star Hafþór Júlíus Björnsson aka ‘The Mountain’ and WWE Superstar and actress Natalie Eva Marie.

*The recommended prices on CCEP PMPs are intended only as a guide for retailers, and they are free to set prices as they wish. Plain packs are also available.

[1] Nielsen MAT Val Total GB WE 270321

[2] Nielsen MAT Val Total GB WE 270321

[3] Nielsen MAT Val Total GB WE 270321

[4] Nielsen MAT Val Total GB WE 270321

[5] Consume as part of a varied and balanced diet and healthy lifestyle.

[6] Nielsen MAT Val Total GB WE 270321