Coca-Cola, the multinational company that makes beverages, has launched Burn, its energy drink, in India.
Burn, priced at Rs 75 for a 250-ml can, is one of the most successful energy drinks from Coca-Cola’s global portfolio, the company said in a statement.
According to the company, the launch of Burn in India will be followed by “a large-scale, below-the-line” marketing activity and that it is set to extend further its portfolio in the energy-drink segment.
In a phased rollout, Burn will be at first available in select outlets in 3 major Indian cities – Delhi, Mumbai and Bangalore.
The statement from the company said that Burn is targeted at the “trendsetting, socially active and adventurous young adults” who need energy to “experience life to the fullest.”
The energy drink Burn is selling well in the United States, the United Kingdom, France, Austria, Italy, Poland, Australia, Russia, Ukraine and South Africa.
Coca-Cola India mostly sells carbonated drinks in India – including Coca-Cola, Limca, Sprite, Fanta, Thumbs up, Maaza, Kinley, Minute Maid, and Georgia Tea & Coffee.
The so-called energy drinks are in fact soft drinks which their makers claim to provide energy and enhance the physical activity of the drinker.
Energy drinks, instead of giving food energy – which is measured in calories – are concocted to raise the mental alertness and physical performance of the user, thanks to the presence of ingredients such as caffeine, vitamins and, in some cases, herbal supplements. These substances give the drinker a stimulant effect that is over and above what is derived from caffeine alone.
Typically, energy drinks contain methylxanthines (including caffeine), herbs, vitamin B, acai, guarana, taurine as well as various forms of maltodextrin, ginseng, carbonated water, carnitine, creatine, inositol, ginkgo biloba, and glucuronolactone.