Rivals 'shaken not stirred' by 25p Tesco energy drink?

By Ben Bouckley

- Last updated on GMT

Related tags Energy drinks Alcoholic beverage

Rivals 'shaken not stirred' by 25p Tesco energy drink?
Suppliers of more expensive energy drinks are concerned that shoppers may develop a taste for cheaper energy drinks, as UK supermarket Tesco rocks the market by introducing a brand called 'N-Gine Blue' for only 25p (39 US cents) per can, according to our sister publication The Grocer.

The publication cites market analysis from Symphony IRI citing the budget beverages (such as Polish brand N-Gine, pictured) as the main reason why energy drinks are seeing 10.1% UK volume growth in the 52 weeks to June 9, and suggested that some branded suppliers were running scared.

However, Red Bull strategy and planning manager Gavin Lissimore reportedly told The Grocer​ that "own label and value brands have a role to play"​, but should not preferred to more mainstream, profitable products.

Related topics Suppliers

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