Coca-Cola Co company officially announced that it would discontinue energy drinks in North America, a product that kicked off with fanfare last year.
The decision is part of the company's move to rationalize products and focus on its fast-growing beverages as consumers increasingly buy traditional sodas and flavored soda as they emerge from the pandemic.
“Our strategy is focused on scaling large bets in an optimized package. As we scale up our best innovations quickly and efficiently, such as AHA and Coca-Cola with Coffee, we need to remove those that are not getting in demand to optimize our investment,”
Coca-Cola Energy drinks will continue to be sold in other parts of the world. In addition, Coca-Cola continues to own a majority stake in Monster Beverage Corp, one of the leading energy drink manufacturers in the United States.
In the meantime, rival PepsiCo has expanded its presence in the category by purchasing Rockstar Energy, releasing the fruity Mountain Dew flavors and a new version aimed at morning consumers.