Energy drink brand Relentless is set to take on lower-priced brands and own-label ranges with a smaller can.

Currently available as a 500ml can selling for an average of £1.32 in the big four [BrandView.com 29 January], from next month Relentless Origin - the brand’s original flavour - will also be available in a 250ml can.

Distributor CCE hopes the format will help boost sales of the brand, which has slipped 1.7% year-on-year to £59.3m in a sports and energy drinks market up 8.5% [Nielsen 52 w/e 13 October 2012].

At an rsp of 79p for a single can and £2.49 for a four-pack, the 250ml format would allow Relentless to compete with the likes of Kick (79p/250ml) and Sainsbury’s Bolt (59p/250ml).

Suppliers have previously voiced concerns that low-priced 250ml products such as the 25p N-Gine Energy Drink Blue launched in Tesco last year and Booker’s booming 35p Euro Shopper Energy Drink - up 46.2% year-on-year to £51.2m [Nielsen] - were stripping value from the market. Last year, Kantar Worldpanel research found 86% of shoppers who bought budget drinks never traded up.

CCE had introduced the new can to drive brand trial, said head of energy Stuart Agates. “The price meets consumer demand for branded energy drinks that are either under a £1 price point or come in a 250ml format,” he added.

CCE is also expanding the Relentless line-up with sparkling lemonade drink Lemon Ice, and will be offering its price-marked packs - usually £1.39 - for £1 in March.

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