PepsiCo AMPs up the energy

PURCHASE, N.Y. —PepsiCo is extending its AMP franchise with two new products. AMP Energy juice is Pepsi’s first foray into the energy juice category. Pepsi’s VP marketing for the brand said the new introduction is positioned toward consumers who were not interested in coffee to solve their energy needs, but wanted something beyond traditional energy drink offerings.

The new 100% AMP energy juice drink contains taurine, ginseng and guarana, so it provides consumers with B and C vitamins, as well as an energy boost. AMP energy is available in 12-oz. resealable bottles, in orange and mixed berry flavors.

AMP Energy also added sugar-free Lightning Drink to its lineup, making AMP the first energy brand to offer a sugar-free, flavored drink on the market. The lemonade-flavored energy beverage is designed for consumers who want to keep calories in check.

The energy-drink segment’s dollar sales surged more than 8% in the drug store channel for the 52 weeks ended Jan. 24, according to SymphonyIRI Group.

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