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Coca-Cola Europacific Partners (CCEP) has expanded its functional sports drink portfolio with the launch of a new limited-edition range, Powerade FIFA Playstyles.

The launch is timed to help retailers leverage consumer interest ahead of the FIFA World Cup 2026. The new range is rolling out nationwide in 500ml bottles, aligning with a period of high volume sales in the sports and hydration category.

The launch comes during a period of strong performance for the brand. Powerade currently holds the position of the number two sports drink brand in Great Britain, with value sales increasing by 25.9% year-on-year.

By introducing targeted product innovation, CCEP aims to encourage trading up within the functional hydration category, driving incremental value for convenience retailers and supermarkets during peak summer trading.

Flavour Profiles and Formulations

The Powerade FIFA Playstyles range is inspired by tactical roles on the football pitch, offering distinct taste profiles designed to appeal to younger shoppers. The two new variants include:

🌶️ Attack – A spicy citrus variant designed with a mild kick.

🌸 Defend – A refreshing floral citrus option.

Both options feature an isotonic balance of sugar and sodium to support hydration during exercise, alongside added vitamin B5 to support mental focus.

Retail Support and On-Pack Promotion

To drive the rate of sales and encourage repeat purchases, CCEP is supporting the launch with a nationwide on-pack promotion.

Running from 11 May to 5 July across Powerade Mango, Berry, and the new FIFA Playstyles bottles, the promotion allows shoppers to scan QR codes on-pack for a chance to win instant prizes. Available rewards include branded footballs, drawstring bags, and Powerade sipper bottles.

The product rollout and promotion are integrated with Powerade’s largest-ever global campaign, "Power Your Fate", as the Official Sports Drink of the FIFA World Cup 2026.

Engaging Younger Demographics

Football remains a powerful cultural touchpoint in the UK, reaching approximately 80% of the population and serving as the primary passion point for Gen Z consumers. Historically, major international tournaments have driven significant volume growth in the soft drinks sector, particularly through match-day social gatherings and top-up shopping trips.

Because sports drinks represent a leading impulse purchase within the broader soft drinks category, CCEP expects the combination of thematic branding, flavour innovation, and high-profile marketing to stimulate valuable in-store engagement throughout the summer.