Del Monte Targets Women With First Energy Drink

  • May 16, 2007
Del Monte Foods is targeting women with its first energy drink, Bloom Energy. The fruit-flavored energy drink is available in wild berry, cran raspberry, and mango passionfruit. The drink, sold in 10.5-ounce cans or four-packs, is on sale now.

Del Monte, in a release, said it aims to ride the wave of a drink category that has grown 60% from 2005 to 2006, to about $2.6 billion wholesale.

The effort includes advertising, with the tagline "spread good energy," aimed at women looking for caffeine alternatives.

--Karl Greenberg

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