The Coca-Cola Company has announced plans to discontinue Coca-Cola Energy in North America, less than two years after it launched in the market.
Coca-Cola Energy – which marked the first energy drink launched by the brand – was first released in Spain and other European countries back in 2019, before heading to the US in January 2020 along with a new exclusive cherry flavour.
The decision to discontinue the drink in North America forms part of the company’s efforts to streamline its portfolio and focus on products such as its traditional sodas and sparkling flavoured waters, which are said to have performed better amid the pandemic.
“As we emerge stronger from the pandemic, our strategy is focused on scaling big bets across a streamlined portfolio and experimenting in an intelligent and disciplined manner,” said Coca-Cola in an emailed statement to FoodBev.
“An important component to this strategy is the consistent and constant evaluation of what’s performing and what’s not. As we scale our best innovations quickly and effectively like AHA and Coca-Cola with Coffee, we need to be disciplined with those that don’t get the traction required for further investment.”
The drink will be discontinued in North America by the end of the year. However, Coca-Cola Energy will continue to remain on shelves in other select markets such as Europe.
Coca-Cola still holds a stake in energy drink company Monster Beverage.
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