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 »