Did you know The Coca‑Cola Company has more than 500 brands and more than 4,100 products globally? Add one more to the list—today, our first international markets are launching Coca‑Cola Energy, a new energy drink under the Coca‑Cola brand name.
We sat down with Javier Meza, Global Chief Marketing Officer of Sparkling Beverages at The Coca‑Cola Company, to hear more about the new drink and how it’s helping the company continue to become a total beverage company.
Why is Coca‑Cola introducing Coca‑Cola Energy?
We are always looking for ways to expand our products and bring people the drinks they want. And, energy is one of the fastest-growing categories in our industry.
Coca‑Cola Energy was developed by listening to what people told us they want from a Coca‑Cola Energy drink. It has a great Coca‑Cola taste that people know and love, along with caffeine from naturally-derived sources. Coca‑Cola Energy gives people an option to have an energy drink that fits their specific lifestyles and preferences.
Isn’t classic Coca‑Cola already caffeinated? What makes this product different?
The launch of Coca‑Cola Energy is in line with our work to diversify our legacy brands. This includes drinks such as Coca‑Cola Plus Coffee, Coca‑Cola Original Taste – Less Sugar and the relaunch of Diet Coke in four new flavors. Coca‑Cola Energy has a great Coca‑Cola taste that people know and love with sweet and sour, fruity notes.
Coca‑Cola Energy is an energy drink with 80 mg of caffeine (per 250 mL). Classic Coca‑Cola is a soda—not an energy drink—with 24mg of caffeine (per 250 ML). With caffeine from naturally-derived sources, guarana extract and no taurine, it was developed as a preferred option for people who want these types of ingredients in an energy drink.
While sugar in moderation is fine, we agree that too much of it isn’t good for anyone. The amount of sugar in Coca‑Cola Energy is safe when consumed in moderation. And, a zero-sugar option is available.
We also think it’s important to help people enjoy energy drinks responsibly. We comply with all regulations, and the energy drinks we distribute are clearly labelled with the amount of sugar and caffeine they have so people can make informed decisions about what they’re drinking. A 250ml can of Coca‑Cola Energy contains 80mg of caffeine, which is roughly equivalent to that in a double shot of espresso.
You have a global company commitment to reduce sugar across your portfolio in general. How does Coca‑Cola Energy fit into that?
It’s true that we have made more than 500 sugar reductions across our portfolio. We also have many low- and no-sugar options for those drinks that are still full sugar. That is the case with Coca‑Cola Energy—there is a no-sugar option, too.
Where and when are you launching Coca‑Cola Energy? Is this a global roll-out?
Coca‑Cola Energy will launch in Spain and Hungary in early April. Internationally, other markets will follow throughout 2019 and 2020. We will share information about those countries if the decision is made to launch in a certain market. In Q2, this will be focused in Europe.