The pan-European product launch marks the first extension of the Powerade brand since its introduction in 2001 - a move considered by many analysts at the time to be Coca-Cola's most important launch since Diet Coke in 1983.
The product will target mass-market consumers who exercise regularly, such as gym users. It will compete directly with GlaxoSmithKline's highly successful Hydro Active sports drink, launched in 2003, as well as mainstream brands such as Evian and Vittel.
According to Euromonitor, the UK sports drinks market has grown considerably between 1997 and 2003, from £81.5m to £395.3m.
The launch marks Coca-Cola's latest attempt to grow the market and raise awareness of the Powerade brand. To boost Powerade's credentials with the core football fan market, Coca-Cola has put Powerade at the heart of its £14m three-year sponsorship of the Football League.
The brand's advertising has most recently been handled by Wieden + Kennedy Amsterdam.
Separately, Coca-Cola is looking to take on J20, Britvic's market-leading on-trade juice drink, with a new product called Deuce under the Schweppes brand. The company will support the launch of two flavours, Cranberry and Raspberry and Orange and Guava, with an on-trade poster and outdoor campaign.
Launched in 1998, J20 is a bottled, non-carbonated juice. Now worth £140m in the £1bn on-trade soft drink market, the brand has also been rolled out into the grocery sector.
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