Coca-Cola and Pepsi Co., the cola giants are gearing up for a new battle in India; energy drinks. Coca-Cola is planning to launch a new energy drink in
The Indian energy drink market is not so big like soft-drinks but it has good potential. Currently, two brands are dominating the energy drink market; Red Bull and Power Horse. A Coca-Cola spokes person said that the company is continuously evaluating its product portfolio to provide its consumers with the right beverage for every occasion.
Business Standard reports:
Some of the energy drink brands from Coca-Cola's global stable include Full-throttle, Burn, Samurai, Tab energy and Glaceau vitaminenergy. Its energy drinks claim to contain ingredients such as ginseng extract, guarana extract, caffeine and B vitamins.
Some of PepsiCo's brands include Mountain Dew energy drink and Sobe. Currently, PepsiCo is marketing Gatorade, the world's largest sports drink brand that offers re-hydration benefits and carbohydrate energy.
In 2001, Cocal-Cola started to market an energy drink named Shock in
The energy drinks fall under functional beverage. According to Frost & Sullivan, currently, the functional beverage market of
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