POWERade OPTION launched

06/07/05 Coca-Cola have launched POWERade OPTION, promoted as a new low-calorie, low-carbohydrate sports drink for active people seeking hydration for any occasion throughout the day.

POWERade OPTION provides electrolytes and B-complex vitamins at levels comparable to regular POWERade, but with fewer carbohydrates and 80 percent fewer calories than Gatorade. POWERade OPTION, which is sweetened with a blend of Sucralose, Ace-K and HFCS, contains ten calories and two carbohydrates per 8-fl. oz. serving.

POWERade OPTION will be available in Strawberry, Black Cherry and Lemon flavors, and can be found in the sports drink section of supermarkets, mass retail locations, convenience stores and vending machines. Sold in 32-ounce bottles and new easy-to-grip, proprietary 20-ounce single bottles and six-packs, POWERade OPTION will be competitively priced with other sports drinks on the market.

In addition to its functional benefits, POWERade OPTION delivers on taste. National consumer taste tests(1) indicate that POWERade OPTION Strawberry and Black Cherry flavors are preferred to Propel Fitness Water Berry and Black Cherry flavors, respectively (among those consumers indicating a taste preference). Consumer taste preference among Lemon flavors was evenly split.

An integrated marketing campaign will support the U.S. rollout, including national print advertising in sports, health and fitness magazines, in-store merchandising and promotions, public relations and online sponsorship programs. Sampling teams also will hit the streets to offer people a first taste of POWERade OPTION, with stops at special events in key markets across the country.