Asda is about to muscle in on the burgeoning energy drinks sector with the launch of an Asda own label version called Blue Charge. The new "high impact energy drink" will hit Asda shelves in the next two weeks. A single 250ml can will retail at 67p, lower than the £1.05-£1.20 charged by market leader Red Bull. Blue Charge is the first retailer brand energy drink to launch into a market forecast to be worth £700m this year (Zenith International) and dominated by brands such as Red Bull, Solstis, Red Devil and Lipovitan. Blue Charge is the latest offering from Cott Beverages, the name behind 40% of retailer brand carbonated drinks in the UK. Cott has also recently launched a branded energy drink, Red Rooster, whose point of difference is that it has twice the taurine of other similar drinks (rsp 69p). Cott ­ whose long-term aim is to become a household name and the third largest carbonated drinks manufacturer ­ has several other branded and retailer branded projects up its sleeve. It has just brought out Fruitfull ­ an organic soft drink range ­ and is looking at developing low acidity children's drinks, products with added vitamins, minerals and calcium, nutraceutical drinks, as well as energy cola. {{P&P }}

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