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Reign new flavours

Coca-Cola Europacific Partners has unveiled two new fruity flavours for its functional energy drink brand, Reign.

Peach Fizz was “packed with the flavours of succulent peach and a hint of citrus fruits”, said CCEP, while Orange Dreamsicle is billed as having “citrus and vanilla bean flavours”.

Both drinks combined “performance-enhancing” ingredients with 200mg of natural caffeine to “provide a functional drink that doesn’t compromise on taste”, said CCEP.

They would help retailers tap the “growing demand for functional energy drinks”, it added.

Available in plain and £1.49 price-marked 500ml cans, they join the existing Reign range, which includes its Melon Mania, Razzle Berry, Lemon Hdz and Sour Apple flavours, on shelves.

CCEP GB VP for commercial development Martin Attock said now was the “perfect time” to expand the range.

“Reign has continued to grow over the last year by engaging fitness fans in the home,” he said. “And now that gyms, functional fitness facilities and boot camps have reopened, there are more occasions to cater for than ever.”

CCEP is supporting the Reign brand with event and venue sponsorships as well as sponsored digital content and in-store PoS materials.

Game of Thrones star Hafþór Júlíus Björnsson – aka ‘The Mountain’ – features in its promotional materials, along with WWE star and actress Natalie Eva Marie.

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