Coca-Cola has set out its 2001 stall with the announcement of four UK product launches targeting younger, trendier sectors. Erosion of Coca-Cola's eponymous brand by other drinks sectors ­ energy and still fruit-based drinks in particular ­ has finally pushed npd to the forefront. Its only brand new product is Alive, a teen-targeted still fruit drink in two flavours, which will be available in April. Fanta Icy Lemon, due in March, is already available in Spain and Italy, while Powerade sports drink, in three flavours, is already in several markets worldwide. Oasis still fruit drink is being repackaged and repositioned. Other new products are expected. Coca-Cola trialled Burn ­ a night time energy drink ­ in London and other major cities in November last year and is expected to extend the drink to the on-trade. It has also admitted to having: "several innovative research projects underway which involve milk." Industry experts predict that these will reach shelves later this year. The company's UK operation seems to have been given more freedom to innovate in both brands and advertising. It is already planning the first UK based campaign for Dr Pepper. {{NEWS }}

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