Coca-Cola Europacific Partners (CCEP) is expanding its range of energy drinks with the launch of relentless white citrus, which aims to drive overall sales in the category.

This builds on a lucrative energy drinks market which is now worth over £2.4bn in retail according to research from NIQ.

The Relentless White Circus is set to rollout from early March onwards in plain and price-marked 500ml packs catered towards shoppers on-the-go.

This follows the success of the Relentless Guava, which was released last year and brought in over £2.3m in value sales according to the business.

Rob Yeomans, VP, commercial development at CCEP GB, said: ‘The energy drinks category continues to boom and is now worth more than £2.4bn in GB and growing, with innovation key to driving this momentum.

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“Relentless White Citrus is the latest innovation from the number one affordable energy drinks brand, and we’re backing it with real confidence.

“With 67% of energy drinkers preferring chilled products, we’re encouraging retailers to give White Citrus prominent chiller space and use our POS materials to maximise visibility at launch.”

CCEP will run a marketing campaign to support the launch, which includes influencer and ambassador partnerships, in-store sampling and brand takeovers at key events.

This comes after the brand recently launched a new 500ml format Coca-Cola ‘Supercan’ as part of a promotion.