PepsiCo launches Adrenaline Rush energy drinks in India

PepsiCo is expanding its vigor drinks portfolio successful India by launching the Adrenaline Rush marque successful the country.

In a statement, the institution said the merchandise volition beryllium sold successful single-serve cans done modern trade, wide trade, e-commerce and quick-commerce channels successful “key” Indian markets.

Without specifying which “key” markets it would beryllium selling the product, the radical told Just Drinks that enlargement is "planned successful a phased manner".

Adrenaline Rush, which PepsiCo's Indian limb confirmed is besides sold extracurricular of India, is being introduced successful 2 variants – Passion Rush and Classic Rush.

PepsiCo said the drinks incorporate caffeine, taurine and vitamins, with Passion Rush positioned astir “ultimate focus” and Classic Rush aimed astatine “ultimate performance”.

The marque is priced astatine Rs60 ($0.63) successful the state and is "positioned successful the fast-growing wide premium segment", the radical said successful the statement.

It told Just Drinks that this country "refers to vigor drinks that connection a much elevated acquisition done premium packaging, differentiated formulations, and performance".

Adrenaline Rush joins Sting successful PepsiCo’s energy-drinks portfolio successful India.

The halfway Sting scope includes a 250ml PET vessel priced astatine Rs20, and some a 500ml PET vessel and a 180ml tin priced astatine Rs30.

The institution besides sells Sting Classic Kick successful India priced astatine Rs20 for a 300ml vessel PET and Rs30 for a180ml can.

It besides sells brushed drinks specified arsenic Mountain Dew, 7Up, and Tropicana and sports portion marque Gatorade successful the country.

Varun Beverages, “one of the largest bottling partners for PepsiCo successful India”, volition manufacture and vessel Adrenaline Rush, the radical confirmed.

Two weeks ago, Varun Beverages secured a ten-year hold of its exclusive bottling and trademark licence statement with the US beverage large successful India.

In the statement, Tarun Bhagat, the main selling serviceman astatine PepsiCo India's India BU Beverages, said: “The vigor drinks class successful India continues to witnesser beardown momentum, with consumers progressively seeking products tailored to antithetic occasions, functional needs and aspirations. Our absorption is connected driving class maturation done a portfolio attack that addresses evolving user preferences crossed segments.

"With Adrenaline Rush, we are strengthening our beingness successful the premium vigor drinks conception with a tin format offering differentiated benefits of eventual show and focus, complemented by a compelling marque acquisition designed for today’s youth.”

Diksha Bajaj, the class pb for vigor drinks astatine PepsiCo's Indian arm, added: “With Adrenaline Rush, we privation to a marque that is genuinely designed for the caller generation.”