4 Between 1999–2002 daily carbonated soft drink/fruit drink consumption by 13- to18-year-olds was 26 ounces, and the Center for Science in the Public Interest has reported that in 2004 total consumption of these drinks for every man, woman and child was approximately 68 gallons per year. 1– 3 In 1942 the annual production of soft drinks was about 60 12-ounce servings per person, and that number has increased almost 10-fold since 2005. So when will this new packaging roll out in Canada? Will there be any marketing media support to detail this? Are there any innovations that will be introduced as well as the re-branding effort? They better have something big planned or else the energy drink will likely fade into obscurity while all the Red Bulls, Monsters, and 5-Hour Energy companies gobble up their remaining market shares.Sweetened beverage consumption has increased dramatically over the past 35 years in America with carbonated soft drinks being consumed the most frequently children, teens, and young adults are the main consumers.
Wikipedia supports this fact reporting that the energy drink changed its formula and also re-branded in November 2009 (story here). A quick look at the energy drink’s website seems to show that there has been a re-branding effort because all the logos and packaging has been changed (website link here). The most recent market share numbers indicate that Full Throttle has lost over 2% of its market share, and the brand has been on a continuous decline the last few years. The energy drink has been losing customers and market share to bigger players such as Red Bull and Monster. Our friends south of the border had Full Throttle Mother, Full Throttle Hydration, Full Throttle Coffee (in Mocha and Caramel) – all of which has been discontinued. There has been little to no new product launches, and products that had been released in the United States are slowly being discontinued as well. The 3 remaining flavors are the Citrus, Berry, and Agave (also known as the Regular, Fury, and Blue Demon). Is this energy drink being discontinued or phased out? Full Throttle in Canada has only 3 flavors, after discontinuing their sugar-free flavor.
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