Punjas launched a new non- alcoholic drink yesterday that offers an all-refreshing, all- natural energy drink with a boost of vitamins C and D.

The new Solar Power energy drink combines all the attributes consumers want in their beverages namely natural ingredients, renewable energy and oneness with the environment.

“Fiji is now the third market in the world to launch this energy drink apart from Greece and Singapore,” Punjas group marketing manager, Gopal Jadhav said

The energy drink targets working adults, tertiary students and parents.

During the launch at the Punjas head office in Lautoka, Mr Jadhav said the demand for functional beverages was growing especially in the Asia Pacific region which was the largest region.

“Solar Power is perceived as a more inclusive and progressive brand, leaving out macho imagery conventions while staying sharp, vibrant and cool as a better energy drink, serving the everyday needs, major and mundane of consumers,” he said.

“The most important aspect is that it is a natural drink and is perceived as better than non-natural alternatives and better for you.

“It contains vitamins, top of mind need for consumers looking for immunity and more than basic nutrients.

“A product is made for everyday consumption and for multiple occasions.

“The product pricing is very competitive in the market, I should say it will range from $3.95 plus.”

He said positive feedback was received during consumer trials with about 250 consumers.

In a market dominated by giants, the brand aims to carve out its own niche by appealing to people in providing a healthier, natural alternative to choose from.

The concept comes from the insight that most people associate energy drinks with moments of exhilaration, adventure and high impact activities but sometimes, consumers need a recharge of energy even in everyday scenarios and moments and what better way, than an energy drink that does that, that is made from natural sources.

The energy drink will be available in the supermarkets, Total Service Stations and Mobil Service Stations within the next week or two weeks.

Story by: nicolette.chambers@fijisun.com.fj