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Powerade launches a new exotic mango flavour

Powerade Berry Tropical and Powerade Golden Mango 500ml

10/06/2024

  • Powerade adds new Golden Mango flavour to line-up and unveils new packaging design

Coca-Cola Europacific Partners (CCEP) is responding to consumer demand for more choice from the Powerade brand[1] by adding Powerade Golden Mango to its line-up ahead of a busy summer of sport.

Growth of Sports Drinks

Sports drinks are worth nearly £408m[2] in GB, growing in value by over 45%[3], and volume by 20%[4] – more than any other sub-category in the soft drinks sector by value and volume[5].

The Powerade brand is the no.4 sports brand in GB[6], and is in both value and volume growth[7] – driven by the great taste of Powerade Mountain Blast – Berry & Tropical.

Powerade Golden Mango

Available now, the isotonic sports drink Powerade Golden Mango has a tropical flavour profile and comes in 500ml plain packs. Like the rest of the range, it contains Vitamin B6, which may contribute to the reduction of tiredness and fatigue to a normal energy-yielding metabolism.

Marketing support & new packaging design

Powerade also has a new modernised packaging design to drive standout on shelf and greater readability of the product claims which include – Bold Hydration for Body & Mind.

As part of Coca-Cola’s official partnerships with UEFA EURO 2024TM and the Olympic Games Paris 2024, the Powerade brand will be front of mind with consumers. The rings featured on-packs of Powerade Golden Mango create a strong visual connection to the Olympic Games this summer.

Convenience retailers can also request POS materials via My.CCEP.com to help bring the launch to life in-store.

Rob Yeomans, Vice President Commercial Development at Coca-Cola Europacific Partners GB, said: ““Powerade has huge potential, particularly with active lifestyles high on many consumers’ agendas and the sports sub-category doing so well within wider soft drinks[2]. We hope that the new look and innovation will really excite our consumers and we look forward to seeing how retailers get behind the brand in store.”

 

[1] Source: Vox Pop me, Methodology: qualitative, Fieldwork: July 202

[2] Nielsen Total GB, val MAT w/e 23.03.24

[3] Nielsen Total GB, val MAT w/e 23.03.24

[4] Nielsen Total GB, vol MAT w/e 23.03.24

[5] Nielsen Total GB, val & vol MAT w/e 23.03.24

[6] Nielsen Total GB, val MAT w/e 23.03.24

[7] Nielsen Total GB, val MAT w/e 23.03.24

[2] Nielsen Total GB, val & vol MAT w/e 23.03.24

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