Coke to launch Full Throttle energy drink

Posted: Thursday, October 21, 2004

ATLANTA (AP) The Coca-Cola Co. is hoping to get a lift from a new energy drink, Full Throttle, that it plans to launch in January.

The 16-ounce lightly carbonated drink is citrus flavored and contains ginseng extract, guarana extract, caffeine and B-vitamins, the company said in a memo Monday. It will cost roughly the same as similar-sized energy drinks, about $1.90 to $2.

Atlanta-based Coke is targeting young men, in the 20-year-old to 30-year-old range, for the new drink and hopes will perform better than its 8.4 ounce energy drink KMX, which has been sold in the United States since 2000.

Sales of KMX have not been as strong as the company had hoped.

Meanwhile, Purchase, N.Y.-based PepsiCo Inc. has several energy drinks, Mountain Dew AMP and SoBe Adrenaline Rush. There is also the Red Bull energy drink, a product of closely held Red Bull GmbH of Austria.

Coke, the world's largest beverage maker, plans to sell Full Throttle primarily in convenience retails stores, with additional availability in other retail locations.

On the New York Stock Exchange, shares of Coke rose 4 cents to close at $39.24 on Monday.

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