NEW DELHI: PepsiCo India has expanded its beverage portfolio with the launch of a new energy drink brand, Adrenaline Rush, as it looks to tap into the fast-growing mass-premium energy drink segment in the country.

The new brand is aimed at young, urban consumers seeking functional beverages that offer energy and refreshment, as demand for ready-to-drink (RTD) energy beverages continues to rise in India. The launch marks PepsiCo’s deeper push into the functional drinks category, which has seen increasing competition and rapid innovation in recent years.

Industry observers note that the energy drink segment in India is witnessing strong growth driven by changing lifestyles, higher disposable incomes, and rising fitness and convenience trends. Global and domestic beverage companies are increasingly expanding their portfolios to capture demand in both urban and semi-urban markets.

With Adrenaline Rush, PepsiCo India is expected to strengthen its presence in the non-carbonated beverage space while competing with established and emerging energy drink brands in the country.