It contains 80mg of caffeine per 250ml – so more than three times as much as regular Coca-Cola.
Coca-Cola will launch its first energy drink under the Coca-Cola brand, putting it in direct competition with the likes of Monster and Red Bull.
Coca-Cola Energy, which will debut in Spain and Hungary next month, combines naturally derived caffeine, guarana extracts and B vitamins.
The company will also offer consumers a zero-calorie, zero-sugar option – both packed in 250ml cans.
The launch is so contentious that Monster, the energy drink company in which Coca-Cola holds a 16.7% stake, is in the midst of arbitration over Coke’s decision to launch an energy drink. The company claims that it violates the 2015 agreement between the two firms in which Coca-Cola first invested in the business.
Coke already developed energy drinks like Relentless and acquired others like NOS – but those, and the rest of its energy portfolio, were transferred to Monster as part of that 2015 agreement.
Javier Meza, global chief marketing officer – sparkling for The Coca-Cola Company, said: “Coca-Cola Energy includes ingredients from naturally derived sources and a delicious and refreshing taste of Coca-Cola.
We kept these two qualities at the heart of how we developed the recipe and are proud to offer it under the Coca-Cola brand, inviting people to try a new and different energy drink that is designed to complement upbeat and busy lives.”
Meza said that the Energy product would launch in additional countries through 2019 and 2020, mainly in Europe, with further announcements to be made in course.
Both views are highly contentious.
The meeting was contentious.