Is this energy drink being discontinued or phased out? Full Throttle in Canada has only 3 flavors, after discontinuing their sugar-free flavor. The 3 remaining flavors are the Citrus, Berry, and Agave (also known as the Regular, Fury, and Blue Demon). There has been little to no new product launches, and products that had been released in the United States are slowly being discontinued as well. Our friends south of the border had Full Throttle Mother, Full Throttle Hydration, Full Throttle Coffee (in Mocha and Caramel) – all of which has been discontinued.
The energy drink has been losing customers and market share to bigger players such as Red Bull and Monster. The most recent market share numbers indicate that Full Throttle has lost over 2% of its market share, and the brand has been on a continuous decline the last few years. A quick look at the energy drink’s website seems to show that there has been a re-branding effort because all the logos and packaging has been changed (website link here). Wikipedia supports this fact reporting that the energy drink changed its formula and also re-branded in November 2009 (story here).
So when will this new packaging roll out in Canada? Will there be any marketing media support to detail this? Are there any innovations that will be introduced as well as the re-branding effort? They better have something big planned or else the energy drink will likely fade into obscurity while all the Red Bulls, Monsters, and 5-Hour Energy companies gobble up their remaining market shares.