Food Brands Group is hoping to add some heat to the energy drinks market with a revamp of its self-heating Rocket Fuel range.
The company has axed the 75ml Rocket Fuel espresso shot it sold in a self-heating cup, and has used the same packaging technology for two new products rolling out to Sainsbury's this week a white coffee and a hot chocolate drink (rsp: £2.49), both containing guarana.
The cup works by generating a thermal reaction in packaging and is activated by clicking the base of the can and shaking it. The drink heats up in three minutes. "We've refined the product to tap into the trend for coffee on-the-go," said Food Brands Group sales director David Brooks.
The company, which also sells a 100g Rocket Fuel instant coffee, is supporting the launch with ads on the London Underground and on articulated lorries.
The company has axed the 75ml Rocket Fuel espresso shot it sold in a self-heating cup, and has used the same packaging technology for two new products rolling out to Sainsbury's this week a white coffee and a hot chocolate drink (rsp: £2.49), both containing guarana.
The cup works by generating a thermal reaction in packaging and is activated by clicking the base of the can and shaking it. The drink heats up in three minutes. "We've refined the product to tap into the trend for coffee on-the-go," said Food Brands Group sales director David Brooks.
The company, which also sells a 100g Rocket Fuel instant coffee, is supporting the launch with ads on the London Underground and on articulated lorries.
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