Coca-Cola expands Reign portfolio with fruity flavours

Peach Fizz and Orange Dreamsicle are available in plain and £1.49 price-marked 500ml cans and join existing Melon Mania, Razzle Berry, Lemon Hdz, Sour Apple flavours.

The new variants combine “a number of performance-enhancing ingredients”, such as 200mg of natural caffeine, to provide a “functional drink that does not compromise on taste”.

The brand is being supported by event and venue sponsorships, as well as sponsored digital content and in-store POS materials featuring global and local fitness influencers.

Martin Attock, vice president of commercial development at CCEP, said: “Reign has continued to grow over the last year by engaging fitness fans in the home.

“And now that gyms, functional fitness facilities and boot camps have reopened, there are more occasions to cater for than ever, so this is the perfect time for us to expand our range.

“Now worth over three times more than its closest competitor, we will maintain the momentum behind the Reign brand with a strong marketing programme to engage fitness enthusiasts, drive trial of the new variants and recruit new shoppers into the Reign brand both in store and within leisure facilities when consumers are training.”