Leading independent drinks manufacturer and distributor Halewood International is continuing its NPD and innovation drive with the news that it is launching a non alcoholic energy shot in a bid to capture a slice of the £632M functional energy shots market.

Complimenting the company’s existing Red Alert energy soft drink offering, Red Alert Power Pack will encapsulate the Red Alert great taste and name, concentrating it into a triple energy 60ml shot. The launch of the mini shot will drive the growth of the Red Alert brand and provide a platform for Halewood International to grow share and presence in soft drinks, especially in the impulse purchase channel covering garage forecourts, convenience stores and motorway services.

The brand will be supported with consumer press advertising, online and viral marketing and a national sampling programme.

The category which is currently dominated by Red Bull, is the latest area in the market where Halewood has targeted its innovation drive having successfully launched Crabbie’s Alcoholic Ginger Beer and Lambrini Rose in 2009.

Red Alert was re-energised in 2009 with a re-design and removal of all artificial colours and flavourings to improve its taste profile which now delivers a refreshing burst of caffeine, taurine and Ginseng and has beaten Red Bull in consumer taste tests.

Commenting on the launch, Halewood International’s Head of Innovation Richard Clark said, “We have recognised that there is a significant opportunity in the energy soft drinks market and we have an established brand. The investment we have made in Red Alert Power Pack is designed to give us a platform on which we can build distribution, sales and brand awareness.

“This is the latest example of how we are committed to delivering an ongoing innovation programme across the broad range of sectors in which we operate,” Richard Clark adds.

The sports and energy drinks market has grown by 52% in the last four years according to AC Nielsen. This latest announcement in product innovation by Halewood is expected to play a significant part in continuing to drive this category growth throughout 2010 and beyond.

Red Alert Power Pack is being launched, marketed and distributed by Halewood International and manufactured by Talisman Drinks and will be available in the Off-Trade with specific focus on convenience and impulse channels and will retail for £1.39.