SoBe enters UK energy drink market, bottled by BritvicThis article was originally published in Foodnews
BRITVIC is launching PepsiCo's stimulant drink SoBe Pure Rush on the UK market. The "naturally energising" drink contains caffeine, guarana and ginseng. It will be available in two flavours, with the 250ml can format retailing at GBP1.39 (USD2.26). Britvic's head of seed brands, Jon Evans, said he was confident the product will bring new UK shoppers into the energy drinks category and help further grow sales in the stimulant drink segment, "which is now worth GBP399 million." Global sales of the SoBe brand, which also spans fruit-flavoured waters and iced tea drinks in the US, have amounted to GBP570 million.