The energy drink market has been growing considerably over the past five years with the success of Red Bull symbolic of the potential of the sector. However, as more competitors enter, the need for product differentiation will continue to increase but the ability to provide an option which varies noticeably from the competition appears limited. Dr Pepper Snapple Group (DPS) has now introduced Venom, a new energy drink into the ever expanding marketplace. DPS, the North American beverage company,... ...Read more »

Red Bull, the world’s leading energy drink manufacturer, has recently launched a new cola drink into the market dominated by Pepsi and Coca-Cola. The drink is 100% natural (unlike Pepsi and Coca-Cola) and consists of kola nut and coca leaf. The drink will be named ‘Red Bull Simply Cola’ with the slogan ‘strong and natural’ the focus of their promotional campaigns. The drink has now been made available in six European countries and Las Vegas in the US but sales figures... ...Read more »