Pepsico extends energy drink portfolio

In keeping with its plan to expand its non-carbonated portfolio, PepsiCo India has rolled out an energy drink, SoBe Adrenaline Rush. Positioned as a 'maximum energy supplement' that helps consumers to 'Take it (things) to the next level", SoBe Adrenaline Rush is a part of Pepsico's SoBe stable that sells 30 different products in fortified teas, fruit drinks, and dairy based beverages; functional waters and energy drinks. 

SoBe Products are now found in 25 countries outside of the USA and have market leading positions in Russia and Central America with SoBe Adrenaline Rush.

The  drink, made with Bio Energy Ribose, will retail at modern trade and on-premise outlets, in Mumbai, Delhi and Bangalore and is being supported by strong point of sale promotion and sampling efforts.

Targeted at the 24 year plus urban youth, who are striving to achieve their work as well as lifestyle goals, this product will try and address the need for instant energy. The drink has been positioned as an energy supplement.

SoBe Beverages were created in the US in 1997 by John Bello, the former president of the National Football League, to provide consumers great tasting product with vitamins, nutrients, and herbal additives that provided a variety of functional benefits to consumers. SoBe skyrocketed to become the "1st Mass Marketed Functional Beverage in the USA" (according to Beverage Week Magazine).