(Reuters) – Coca-Cola Co is planning to launch a range of energy drinks for the first time on its own brand name as it intensifies efforts to break away from its traditional fizzy sodas and shift to health-focused trends.
The company on Thursday told Reuters it was working on plans to launch new drinks which would be branded “Coca-Cola Energy” and “Coca-Cola Energy No Sugar” and made with naturally-derived caffeine and guarana extract.
Coke - Approach - Energy - Drinks - Controversy
Coke has previously taken a cautious approach to energy drinks as they are wrought with controversy in both the United States and international markets after some drinks were linked to deaths in young people.
The company initially took a nearly 17 percent stake in energy drinks maker Monster Beverage Corp in 2015, making Coke the largest shareholder, to sample at a distance the market in which it had a small presence with its NOS and Full throttle brands.
Partnership - Coke - Arbitration - Monster - Beverage
However, the partnership has turned rocky with Coke currently in arbitration with Monster Beverage over the launch of the Coke energy drinks, as it would...
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