Coke Energy appeared on the shelves in January 2020, a few months before the coronavirus began to spread in the region. However, the pandemic changed the beverage giant’s business strategy, and in a statement, Coke said it focused on beverages that sold well, including its caffeinated carbonated water and traditional carbonated beverages.
“An important component of this strategy is the consistent and ongoing assessment of what is being done and what is not,” the company said. “As we scale our best innovations quickly and efficiently, such as AHA and Coca-Cola with coffee, we need to be disciplined with those who don̵
7;t get the grip needed for additional investment.”
Four varieties have been sold in North America, including Coke Energy, Coke Energy Zero Sugar, Coke Energy Cherry and Coke Energy Cherry Zero Sugar. The drink is made with guarana extracts and B vitamins, contains 114 mg of caffeine per 12-ounce serving. A 12-ounce box of regular Coca-Cola contains about 34 mg of caffeine.
Coke Energy will continue to be sold in other parts of the world.
This is the latest product from Coca-Cola, which will be removed from its wide range. The Atlanta-based company announced last year that it was closing 200 brands, or about half of its portfolio. The reduction would allow Coca-Cola to focus on its most profitable offerings.
So far, Zico coconut water, Tab and Odwalla juices have been buried in the beverage cemetery.