Testing the consumer liking of a new product may be an overrated idea that ‘breeds mediocrity’ and means products fail to differentiate themselves against the competition, according to David Howlett of MMR Research.
Simply filling a soft drink bearing a trademarked brand name does not itself violate an EU directive regarding use of that sign, according to the European Court of Justice (CJEU) in a high-profile ruling involving Red Bull.
Global energy drink leader Red Bull has taken a rare step back by withdrawing Red Bull Cola and Red Bull Energy Shots from the US market – but says it has no plans to withdraw the products from the other 20 markets where they are sold.
Decocainised coca leaf extract, which has been linked to the recent alleged discovery of traces of cocaine in some samples of Red Bull Simply Cola, will not face regulatory scrutiny regarding its wider use in formulations.
The European energy drink market has seen something of a slowdown
in growth in the last couple of years, as we reported earlier this week, with a plethora of
'me-too' products launched in the 1990s falling by the wayside in
The makers of the market leading energy drink Red Bull have
introduced a sugar-free version to the UK market this month. The
company claims it is the first global energy drink brand to address
the growing consumer demand for diet...