The new "fusion beverage" combines regular Coke with a coffee flavour and promises to be a pick-me-up with less caffeine than a cup of coffee, but more than in a bottle of regular Coke.
Coca-Cola Blak has 46 mg of caffeine in a 237 ml bottle compared with 25 mg in a regular Coke. The caffeine in Coca-Cola Blak is still far less than in popular energy drinks like Red Bull which contains 80 mg in a 250 ml can.
The new Coca-Cola drink is not trying to compete in the thriving energy drink sector of the beverage business says Stephanie Baxter, senior corporate communications manager for Coca-Cola Ltd.
"Coca Cola Blak is going after a different category. It's looking for people who want to indulge a little, people who want to take time for themselves, re-energize and re-boot," she said in an interview from Toronto where an event will take place this afternoon to unveil the new drink.
The target market is not young students guzzling coffee while cramming for exams, but rather, the older, more refined java-lover.
"We're targeting adults, simply because there's a very sophisticated flavour to it," said Baxter. "The adult that appreciates a good cup of coffee who is looking for something a little different, a little more premium."
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The new "fusion beverage" combines regular Coke with a coffee flavour and promises to be a pick-me-up with less caffeine than a cup of coffee, but more than in a bottle of regular Coke.
Coca-Cola Blak has 46 mg of caffeine in a 237 ml bottle compared with 25 mg in a regular Coke. The caffeine in Coca-Cola Blak is still far less than in popular energy drinks like Red Bull which contains 80 mg in a 250 ml can.
The new Coca-Cola drink is not trying to compete in the thriving energy drink sector of the beverage business says Stephanie Baxter, senior corporate communications manager for Coca-Cola Ltd.
"Coca Cola Blak is going after a different category. It's looking for people who want to indulge a little, people who want to take time for themselves, re-energize and re-boot," she said in an interview from Toronto where an event will take place this afternoon to unveil the new drink.
The target market is not young students guzzling coffee while cramming for exams, but rather, the older, more refined java-lover.
"We're targeting adults, simply because there's a very sophisticated flavour to it," said Baxter. "The adult that appreciates a good cup of coffee who is looking for something a little different, a little more premium."
- dave 9-28-2006 5:33 pm