Del Monte Introduces an Energy Drink

Del Monte Foods is entering the energy drink business.

Bloom Energy hit stores shelves this month, promoted as containing antioxidants, nutrients and a full serving of fruit. The beverage, available in three flavors—wild berry, cran raspberry and mango passion—is formulated for women, the company said.

The drink comes in individual 10.5-ounce cans ($1.99) or four-packs ($6.99). Each serving has 100 calories.

Bloom Energy is entering a crowded, fast-growing category featuring well established brands. The category grew 60% from 2005 to 2006 to about $2.6 billion, according to Beverage Marketing.

“Our goal is to provide women with a delicious alternative to the average caffeinated drink,” said Barry Shepard, senior vice president, marketing and innovation for Del Monte, in a statement.

Marketing materials carry the tagline “Spread good energy.”

Bloom Energy will be going up against well-established brands like PepsiCo’s Gatorade, which has an 80% market share, and newcomer Cadbury Schweppes’ Accelerade, which is reportedly set to back the brand with a $50 million marketing blitz.

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