The drink that keeps on going

An energy drink based on a popular brand of battery has entered the Middle East market.

UK-based Duracell Energy Drink launched at Gulfood’s Airport Expo Dubai as “Dubai is the best region to launch new products in”, according to International sales director Yasar Hussain.

“Our strategy was to first look at the Middle East before moving onto the UK market,” he added.

Hussain said the recognisable brand would be invaluable to establishing the new beverage product.

"The synergy between the actual battery and energy drink is very simple. The bunnies don't stop, the batteries don't stop and that's the same as [the drink],” he said.

The product has been officially licensed by Duracell and the taste is similar to other leading energy drinks, according to Hussain.

"We didn't try to create anything new in terms of taste," he explained. "The strategy is to keep everything simple; 50% of our marketing has already been done for us, the product tastes like it should and we are hopeful this approach will bring a return to our investors."