Coca-Cola Enterprises has launched a new hypotonic sports water drink. Powerade Aqua+ is free from artificial sweeteners and preservatives and comes in two natural fruit flavours – lime and grapefruit – in 500ml format.
The drink is aimed at health-conscious women who exercise regularly or have active lifestyles. The hypotonic formula is designed to work with the body to rehydrate it rapidly during or after exercise.
The launch aims to build on the success of the Powerade brand, which has seen 15.8% growth in the past year.
Sports presenter Kirsty Gallacher will be the ‘face’ of Powerade Aqua+.
Meanwhile, Coca-Cola has unveiled new seasonal designs for this year’s festive period.
These will feature on both Coca-Cola and Diet Coke packs, including 2 litre PET bottles and 330ml six-packs, 12-packs and 24-packs.
A limited-edition sleeved-bottle design will also be available for the iconic 330ml original glass bottle, with one sleeved bottle appearing in each six-pack of Coca-Cola in the original glass bottle.
Coca-Cola Enterprises says the new packaging will help retailers to drive seasonal sales – soft drinks are the biggest impulse category at Christmas, with colas the biggest sector.
The launch is supported by new festive point of sale material.
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