Coke all set to 'BURN' the Indian markets

Coca-Cola is all set to launch 'Burn', the energy drink in India. 'Burn' will roll out in first week of December and would be available in a 250ml can and would be expansive to buy, somewhere in the range of Rs 70 to 90.

CJ: pepsicokenewsline

Wed, Nov 25, 2009 09:43:55 IST

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ACCORDING TO market sources, Coca-Cola is all set to launch ‘Burn’, the energy drink in India. ‘Burn’ will roll out in first week of December, as the news in the market is. It is also being said that it will be unveiled in the vehicle, similar to the Red Bull, which is already being publicised through specially designed vehicles. The Burn would be available in a 250ml can and would be expansive to buy, somewhere in the range of Rs 70 to 90.

It will be selectively rolled out in metros. However, the Burn contents are still not known. Generally, there have been allegations against the energy drinks. In 2008, Maharashtra Food and Drug Administration had prohibited the sales of 'Red Bull', an energy drink, following complaints that the product's main ingredient taurine is an animal derivative, which the company denied saying that it was derived synthetically. Taurine is an animal origin product, produced by the synthesis of amino acids in the body.

There have been similar complaints against SoBe also, which is an energy drink from PepsiCo. SoBe contains caffeine. The maximum permitted limit of caffeine, according to the Indian standards and Prevention of Food Adulteration (PFA) Act for soft drinks, is 200 mg per litre.

The global energy drinks market is one of the fastest growing markets in the world. It is expected to be about 40 billion dollar by 2010. In India alone, the market is expected to grow to Rs 1000 crore by 1011. At present, Red Bull is the biggest player in the market with almost 90 per cent market share in India.

It is also speculated that at last Coca-Cola is also set to launch ‘Nimbu Fresh’ in the new season in competition to Nimbooz of PepsiCo.

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